Innovative and socially-led marketing tech venture, EventsTag, launches today

O2 and Southern Comfort announced as first customers

London, 18th March 2015 – EventsTag, an innovative marketing tool that enables brands to display live social content through striking digital installations, officially launches today from parent company, Crowd Reactive. The venture, which enables the capture and collation of social media activity surrounding major events and high-profile brand campaigns, boasts O2 and Southern Comfort as its first customers.

Using integrations with a range of social media platforms including Instagram and Twitter, EventsTag collects live content from a specific event through a pre-defined hashtag. Posts and images are collated and displayed live in a customisable animation, designed to suit the format and function of the event itself.

The platform has been extensively used in a pre-launch phase at The O2 – the UK’s largest entertainment venue – under the beta brand, Eventstagram. Visitors to the arena have been encouraged to post social content using the simple hashtag, #TheO2. EventsTag collates the content and displays it in a bespoke O2-branded animation on more than 100 screens across the venue. The installation has helped generate over 40,000 posts directly associated with O2, building live engagement in display advertising, an otherwise mute channel.

Kristian Lorenzon, Head of Social Media at O2, commented: “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. The platform is incredibly intuitive and provides the flexibility to accommodate the breadth of activities we run.”

The team at EventsTag ensure each event has a unique installation. This can be delivered by displaying content in a beautiful or show-stopping way, or alternatively by creating an experience where members of a crowd can control lighting and effects by hashtagging a photo.

Dan Strang, CEO of Crowd Reactive, said: “EventsTag provides a unique centrepiece 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. We’re delighted that EventsTag is officially launching having already established itself in the corporate event space and are excited about where we will take it next.”

EventsTag offers a customisable, shareable online gallery of the content collected, which acts as powerful material to share with attendees after the event. The company also offers its customers an analytics package that helps marketers make sense of their social traffic. It analyses the data and identifies overall reach, top influencers, geographical and time-based popularity, in order to better target future social marketing efforts.

Crowd Reactive was established in London in 2012 and has, to date, focussed on delivering live streams for major global events. It also offers a smaller, bespoke service for weddings under its ii.do brand. A London start-up success story, Crowd Reactive was incubated by Wayra, Telefonica’s global start-up accelerator, and has since attracted subsequent seed funding. It opened its US office in July 2014 in New York and now offers its product portfolio globally.