Kiip has had some of its U.S. customers serve ads outside

Kiip — the San Francisco-based mobile marketing startup that has created a “rewards network” in which users see offers for free goods and services instead of mobile ads — is going international. The company has signed on with the UK-based sushi chain, Yo! Sushi, to deliver offers for free food across apps used in the UK that have integrated Kiip’s service.

Although Kiip has had some of its U.S. customers serve ads outside of the U.S., this is the first time a non-U.S. company has signed on for the service, and the first time Kiip is sending out offers in the UK on a localized, London-only basis, to coincide with the fact that there are so many more people (and specifically Americans) in town for the Olympics. In a meeting this past weekend in London, CEO and co-founder Brian Wong told me this is just the beginning of many deals like this as Kiip ramps up its growth, on the back of a recent $11 million Series B round of funding. The expansion comes at a time when Kiip is competing against a number of other companies that also deliver rewards instead of straight advertisements, like Foursquare and Groupon. The space remains wide open, says Wong, and “we have realized that we could become the trusted rewards provider out there.