Mobile rewards platform Kiip today announced it entered a strategic partnership with global advertising holding company Interpublic (NYSE: IPG). The partnership includes an investment by IPG during Kiip’s latest $11 million round of funding, which included additional investments from Relay Ventures, Hummber Winbald, True Ventures and Digital Garage.

Kiip already works with more than 45 top-tier brands like American Apparel, McDonald’s Best Buy and more, and IPG Mediabrands says it will help introduce more top-tier marketers to Kiip’s mobile and gaming advertising platform.

Kiip made its debut just in 2011, offering advertisers a better way to engage with mobile app users by allowing them to incentivize in-game achievements with real-life rewards. Since then the service has expanded to non-game apps and introduced limited-time reward tournaments called Swarms.

CEO and co-founder of Kiip Brian Wong said that this is a major moment for the company and that they expect the partnership with IPG and the IPG Media Lap to accelerate its global growth.