As you can see the message was sent by the unofficial kik account (upon creating a account you automatically add the official account) and is asking you to visit a unknown website. Two warning signs that should scream at you not to visit. 

So what does this campaign do? Firstly, the front page at kikgift(.)com asks for your username. This servers two purposes. This adds a sense of reality to the website and secondly it can be used to asses how well the message gets clicked.Commonly called a call back rate.

Secondly, after you enter your username the website checks if you're visiting on iOS or android and shows appropriate pages asking for you to download a app.