Toronto, Canada – Kuuhubb Inc., a technology company focused on acquiring, developing and distributing lifestyle and mobile applications, today announced that it will be commencing a creative crossmarketing collaboration with a global content leader Lionsgate (NYSE: LGF.A, LGF.B).
Under the agreement, Kuuhubb will create and market suites of digital coloring tasks around Lionsgate properties through Kuuhubb’s Recolor digital coloring app, a leader in bringing brands and media properties to the art app universe. In addition, Lionsgate will support these campaigns by driving traffic through its marketing channels to Recolor, whose users generate more than 200 million coloring works per quarter.
Recolor will feature a broad range of unique brand campaigns tying into the releases of Lionsgate movies and TV shows this year, such as the groundbreaking and critically acclaimed hit series Orange is the New Black and the eagerly anticipated feature films The Spy Who Dumped Me and A Simple Favor. There will also be campaign releases for Lionsgate’s existing library of content, including Mad Men and Dirty Dancing.
Lionsgate and Kuuhubb recently partnered on successful brand campaigns on the Recolor app for three Lionsgate IP: My Little Pony: The Movie, the critically acclaimed blockbuster film Wonder, and the recently launched series Step Up: High Water, each with in-app branded coloring images and video units showing trailers for the properties. These collaborations generated over three million unique coloring tasks and over 300 million impressions in total.
“Finding novel ways to engage consumers in the entertainment industry on mobile devices, particularly in the art app space, is an important challenge,” said Peter Levin, Lionsgate’s President of Interactive Ventures, Games, and Digital Strategy. “The entertainment app category has shown stunning growth, and we’re excited to partner again with Kuuhubb to creatively capitalize even further on its potential.”
Kuuhubb COO Pasi Piipponen noted that, “Digital coloring engages app users on a totally different level than traditional banner or video campaigns – we are reaching 10 minutes of average coloring time per branded coloring task on Recolor. Based on previous successes with Lionsgate, it´s easy to conclude that Recolor users are keen to engage with targeted brand campaigns that bring added value to the user experience.”
Lionsgate’s interactive games business has recently partnered on a deal to promote the Starz Original Series Ash vs Evil Dead with The Overwatch League™ team Los Angeles Valiant, run by professional esports organization Immortals, in which Lionsgate is an investor; collaborated on the blockbuster mobile game Power Rangers: Legacy Wars, which recently crossed 30 million installs on its first anniversary and was part of Amazon’s GameOn announcement at the Game Developers Conference; released “The Saw Chapter” DLC for the asymmetrical multiplayer horror game Dead by Daylight; and created a feature for The Divergent Series in the role-playing app What’s Your Story?™
The first major new studio in decades, Lionsgate is a global content platform whose films, television series, digital products and linear and over-the-top platforms reach next-generation audiences around the world. In addition to its filmed entertainment leadership, Lionsgate content drives a growing presence in interactive and location-based entertainment, gaming, virtual reality and other new entertainment technologies. Lionsgate’s content initiatives are backed by a 16,000-title film and television library and delivered through a global licensing infrastructure. The Lionsgate brand is synonymous with original, daring and ground-breaking content created with special emphasis on the evolving patterns and diverse composition of the company’s worldwide consumer base.