HONG KONG—Maaii, a new multi-platform mobile application for free calling and messaging, has appointed Bite Communications as its global agency of record. Bite will help maaii build on its significant early momentum.

An integrated communications application for smartphones, maaii is designed for users to make free calls or send free chat messages to their maaii contacts and social network friends.

Bite’s work for maaii is being led from Hong Kong with support from a global team spanning Asia Pacific, EMEA and North America. The campaign includes global social media influencer outreach and Facebook marketing as well as traditional media relations, including launches at Mobile World Congress in Barcelona and the landmark South By Southwest Festival in Austin, Texas.

According to Chris Lewis, vice president at maaii, Bite was selected because of its integrated proposal comprising digital, social and public relations communications components. “We needed a partner with global reach that matches ours, and an insight-driven approach that uses integrated channels to deliver measurable results. Bite was the only agency that fits the bill,” says Lewis.