EventsTag, a live social mobile tool, from Crowd Reactive Ltd., officially launched yesterday.

EventsTag integrates with social media platforms to create a striking digital slideshow that brands can display at events. Using social media platforms like Twitter and Instagram, the platform captures and collates the social media activity surrounding a specific event, using a pre-determined hashtag. All the images and posts are displayed in a customizable animation that suits the brand and the event.

Dan Strang, CEO of Crowd Reactive, said: “EventsTag provides a unique centerpiece for an event, acting as interactive entertainment. We have found that having the live installations on display only encourages further social engagement from fans and greatly increases online reach for our customers.”

The mobile tool’s first customers include the U.K.’s largest entertainment venue The O2 Arena and Southern Comfort Co.. 

Prior to its official launch, The O2 used EventsTag extensively, under its beta brand Eventstagram. Using the hashtag #TheO2, visitors could post their social media content, which was then collated and displayed on over 100 screens across the venue. The installation generated over 40,000 posts, which were directly associated with The O2.

Kristian Lorenzon, head of social media at The O2, said, “We have used EventsTag on numerous occasions to bring together content from our customers, as well as to communicate with our own staff. The installation at The O2 has proven to be a fantastic way to take our campaigns into the real world, extend their reach and build engagement with our brand.”

Brands are also able to share the gallery of posts and photos to its attendees after the event. EventsTag also offers an analytics package, so brands can access the success of the installation, including overall reach, top influencers, geographical and time-based popularity.

Founded in London in 2012, Crowd Reactive opened an office in the U.S. in July 2014 to help expand its global reach. In April 2013, it was one of 17 start-up companies selected by Wayra, Telefonica S.A.’s global start-up accelerator and received more than $50,000, mentoring and office space for nine months. Since then they have received £150,000 in funding ($223,000) from Mercia Fund Management (MFM) Ltd. in May 2014.

Yesterday, Mercia invested a further £1 million ($1.48 million) into Crowd Reactive.

Mercia CEO Mark Payton said, “Crowd Reactive is a new emerging star from our early stage portfolio. It’s a fast growing business that has shown great progress since MFM’s original investment and has been remarkably successful in winning new business from globally recognized brands.”

Crowd Reactive will use the latest funding to expand their client base in Europe and Latin America.

Image via Crowd Reactive