The Wesfarmers and Coles-owned loyalty program, Flybuys, has acquired the intellectual property of Unlockd, an advertising business that fell into voluntary administration earlier this year.

Unlockd was known for its innovative advertising model that enabled users to view ads on the lock screen of their Android phones in exchange for discounts on their phone bill or points towards various services, including Flybuys.

Wesfarmers said that the acquisition would enable it to continue offering this method of earning Flybuys points to customers.

According to Unlockd’s website, the technology was used by 119,000 Flybuys members and boasted a click-through rate on Coles campaigns of 8 per cent.

Users collected over 4000 Flybuys points per month, the equivalent of $20, though it is unclear if this will change under Flybuys’ direction.

Coles general manager of loyalty, insights and Flybuys Alex Chruszsz is quoted in a testimonial as saying that Flybuys is “pleased to be able to offer members even more ways to collect […] points by simply viewing advertisement videos or quick surveys”.

Moving forward, the technology could be directly integrated into the Flybuys app, giving customers the option to earn points in exchange for access to their phone’s lock screen, as well as offering advertisers a way to monetise the platform.

The Unlockd business fell into voluntary administration earlier in the year when Google removed its app on the Google Play Store due to infringements of the marketplace’s policies, effectively limiting the businesses reach.

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