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Congratulations 2X Demo – SpyderLynk

Tuesday, November 22, 2011   (0 Comments)
Posted by: Catharine Lurie
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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

What 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?

An engineer working as a technical sales manager for a Los Angeles lighting company, Skogg seized on that idea and didn't let go.

The 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.

SpyderLynk 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 promotions.

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.

"We're a more evolved form of the QR code," said Skogg, 32. "Companies recognize that the logo inside the ring is not dead space."

SpyderLynk's 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.

Last 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 along.

"The 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."

SpyderLynk 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.

Overall, 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.

The company is attracting important backers. Private-equity firm Viridian Investment led a $1.4 million venture-capital placement in SpyderLynk in January.

Denver-based Viridian partner Jack Pottle said the firm was impressed by SpyderLynk's products and its people, particularly


"She's 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 equation."

Jason 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.

"These guys have eliminated many of the steps involved, which should drive higher conversion," he said.

SpyderLynk's 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 partner.

Greg Griffin: 303-954-1241 or

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