Other investors in the round included Flybridge Capital Partners, Bowery Capital and Google Ventures, according to a media release.
Carnival Labs co-founder and chief executive Guy Horrocks described the investors as "some of the most experienced brand, agency and technology partners", saying it has secured the capital needed to expand its work with the Fortune 500 "and beyond".
The company's products let brands deliver content and campaigns to mobile audiences. It says it will use the investment to Carnival Labs will use this investment to rapidly scale its sales, account management, and engineering teams in New York City and New Zealand.
"Too often brands are focused on simply having a mobile app and don’t think strategically about their ongoing users after an app is live,” Eric Hippeau, Lerer Ventures' managing director, said in the statement. “We saw this trend happen across social networks over the last few years and the companies that provided the expertise and the tools to drive greater ROI from social efforts rose to the top of the field. We are excited to see the same trend taking hold in mobile and think Carnival Labs is best-positioned to meet this demand.”
Vaynerchuk said in the release this was his biggest ever investment and that Carnival Labs would have a "huge impact on the future".
Carnival Labs was founded in 2008 by Guy Horrocks and Cody Bunea.