Congratulations 2X Demo – SpyderLynk
Tuesday, November 22, 2011
Posted by: Catharine Lurie
SpyderLynk SnapTags quickly connect consumers with
items they've read about
POSTED: 11/22/2011 01:00:00 AM MST
By Greg Griffin
The Denver Post
if, Nicole Skogg wondered five years ago, there was an easy way to buy a pair
of shoes that just caught your eye in a magazine ad? Or to enter a promotional
contest you just read about?
engineer working as a technical sales manager for a Los Angeles lighting
company, Skogg seized on that idea and didn't let go.
University of Colorado graduate quit her job, moved into her parents' basement
in Denver, convinced friends and family to invest and launched SpyderLynk with
a former co-worker to develop the technology.
came up with a simple design — a company logo inside a circle with breaks in it
— that consumers can photograph with their mobile phones to connect to online
SnapTags, as the company calls its 2D barcodes or mobile-action
codes, compete with more popular QR codes and Microsoft Tags but are gaining
traction with companies that prefer their clean, branded look and other
features. SpyderLynk's clients include Coke Zero, Revlon, L'Oreal, MillerCoors,Warner Bros.,
Toyota and Bud Light.
a more evolved form of the QR code," said Skogg, 32. "Companies
recognize that the logo inside the ring is not dead space."
system reads both the logo and the circles, which can include up to three rings
with three to seven breaks each, to direct consumers to the right website.
month, SpyderLynk introduced Social SnapTags, in Conde Nast's Glamour magazine,
which allow consumers to "like" the publication and advertisers on
social-media sites and share promotions. In the March issue of Glamour, readers
will be able to purchase advertised products — which was Skogg's vision all
nugget of the idea was connecting the physical and digital world," she
said. "When you're looking at a magazine and you see an ad for golf shoes
or lipstick, you want to do something about it, not just tear the page out or
fold it over and hope you come back."
has a long way to go in a quickly growing market. SnapTags represented just 48
out of 1,155 action codes appearing in a sample of 100 magazines from July to
September, according to mobile-engagement company Nellymoser.
action codes have grown from 50 published in the magazines in November 2010 to
507 in September, Nellymoser reported. Action codes also appear in other
advertisements such as posters and product packaging.
company is attracting important backers. Private-equity firm Viridian
Investment led a $1.4 million venture-capital placement in SpyderLynk in
Viridian partner Jack Pottle said the firm was impressed by SpyderLynk's
products and its people, particularly
got a pretty unique blend of engineering talent . . . with an
intuitive business and marketing sense. You don't typically see that
together," he said. "If you look at the really successful technology
companies, they're led by people who really understand both sides of the
Stout, mobile practice director for HP Enterprise Services in Denver, said he
is working with a professional sports team that selected SpyderLynk for a
mobile-engagement program to launch next spring. SpyderLynk's technology is
simpler and more user-friendly than the competition's, he said, requiring less
clicking and navigating on the part of fans.
guys have eliminated many of the steps involved, which should drive higher
conversion," he said.
revenues grew 400 percent in 2010 and will double this year, Skogg said. The
company employs 15 at its Lower Downtown offices. Co-founder David Crookham
left in 2008. Jane McPherson, the company's chief marketing officer, became a
Greg Griffin: 303-954-1241 or email@example.com