Yummi expands cinime media platform with German partnership
Tuesday December 9, 2014 at 2:45pm
Yummi Media Group, the British company specialising in second screen interactivity, has signed a commercial partnership with WerbeWeischer, the market leader in German cinema advertising. Yummi’s partnership with WerbeWeischer secures distribution of its interactive mobile app, cinime, through WerbeWeischer’s network of theatres, which covers 80% of the German cinema market. The collaboration represents a significant opportunity for advertisers to use smartphone technology to engage directly with German consumers before, during and after a cinema visit. The announcement further demonstrates Yummi’s intent to build a global media base through its proprietary technology platform phonix, which has already attracted more than $40m investment. Yummi also recently signed a territory partnership agreement with China Times to secure exclusive distribution of its interactive mobile app wedong through the Wanda cinema chain in China. Wanda cinemas attracted 80 million admissions in 2013. Alastair Simpson ,CEO of Yummi Media Group, says: “WerbeWeischer is a prominent and highly respected company in the German market and throughout the global media sector. We are delighted to be working closely with them to facilitate closer connections between brands and their German consumers through interactive mobile experiences. This is an exciting time for the European cinema industry – Germany alone saw box office sales of €1 billion in 2013, and we fully expect other European territories to follow suit.” Stefan Kuhlow, chief digital officer of Weischer.Media, adds: “The partnership with Yummi will add value to our proposition to advertisers across the entire network of WerbeWeischer theatres. Cinime will enable advertisers in Germany to tap into the second screen experience within the cinema environment and engage audiences with interactive big screen advertising.” Yummi’s products are built on a unique technology platform, phonix, which combines a series of component background detection technologies such as audio water marking, fingerprinting, image recognition and geo-location to sync and trigger premium interactive content for second screen engagement without the need for a WiFi, 3G or internet connection. Yummi’s interactive mobile film app cinime enables cinema audiences to use their mobiles to play games, access exclusive content and interact with brands before, during and after the cinema visit.