Last fall, sidewalk delivery robot pioneer Kiwibot acquired mobile vehicle advertising firm Nickelytics, for $25 million.
At the time, the move seemed a bit out of left field, but in reality, it makes strategic sense. By acquiring Nickelytics, Kiwibot is unlocking a new revenue stream in out-of-home (OOH) advertising—not just on its fleet of 500 delivery robots, but also through Nickelytics’ existing ad formats, including car wraps, truck-based ads, and digital placements in ride-share vehicles.
The move also allows Kiwibot to give OOH advertising-interested brands some pretty cutting-edge features. By integrating its route mapping technology with Nickelytics’ data analytics, Kiwibot enables advertisers to track impressions and engagement more effectively. With a presence across 20+ states, the company can target high-traffic zones with precision.
And what better way to showcase this capability than at the Super Bowl? Kiwibot is deploying 50 branded robots near the Caesars Superdome to promote Cracker Barrel Cheese. These bots won’t just be rolling billboards—they’ll also distribute free cheese samples to game-bound fans. While the Super Bowl is known for over-the-top advertising stunts, Cracker Barrel is taking a different approach. Instead of spending $8 million on a 30-second TV spot, the brand is betting on novelty, hoping for social media buzz and earned media coverage.
Kiwibot, founded in 2017, is part of a broader trend among autonomous delivery companies diversifying their business models. Its peers are making similar moves—Starship is ramping up its own ad-services business, while Serve Robotics is expanding into back-of-house automation through its acquisition of Vebu and the development of its Autocado robot.
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