Mobile app-developer Pelago is partnering with Collective Bias, the social media arm of The Mars Agency, to create a location-aware mobile marketing app that will combine friend recommendations with coupons and discounts. Pelago is backed by the Kleiner Perkins iFund; the new mobile marketing app will be integrated into its social networking platform, Whrrl.

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The as-yet-unnamed app will use Pelago’s location-based technology to give users coupons and discounts when they enter participating stores, with links to other Whrrl users’ recommendations and product reviews. The goal is to boost demand right at the point-of-purchase. The co-branded app will be exclusively available to Collective Bias’ clients like Colgate, Hershey and grocery store Smart&Final.