Two tech startups have joined forces to feature the best of both worlds

Grab, a ride-hailing app that has been a staple on the phones of every Filipino, teamed up with livestreaming app Kumu to celebrate its seventh year here in the Philippines.

Kumu hosted seven themed gameshows from May 29 leading up to Grab’s anniversary on June 6. The livestreaming app’s regular gameshows — May Tama Ka, Winner Winner Lechon Dinner, and Quiz Mo Ko — revolved around Grab’s special offerings to its avid riders. The livestreams featured exciting treats and discounts from Grab’s partner brands, as well as the ride-hailing platform’s newest app features.

The celebration did not just turn out to be a convergence of two fast-rising startups. In fact, the event opened an intersection where three different brands were able to showcase the strengths of one another, owing to the real-time livestreaming capability of the Kumu app. Grab effectively built its presence in the livestreaming community, all while showcasing their ties with food, retail, and service partner brands using the avenue provided by Kumu.

This goes to show how new media is changing the way brands advertise their products and services. They are not anymore limited to TV commercials or print ads, because now, they can maximize their potential by making marketing interactive through an all-Filipino social TV network.

The livestreaming platform of Kumu proves possible that outbound and inbound marketing can work in concert. By marrying well-placed ads with creative and interactive content, the message of the brand goes out far and wide and promptly draws in consumers.

Furthermore, the social aspect of livestreaming keeps consumers engaged in the brand — eventually forming memories around the product or service being advertised. Kumu enables this one-of-a-kind marketing strategy, and its partnership with Grab serves as evidence as to how livestreaming can provide added value to any business’ marketing efforts.