CANNES — Austin-based social marketing technology service Mass Relevance has spent the last year since scoring a $3.3 million investment building clients for its platform.
CEO and co-founder Sam Decker describes the proposition like this: “There’s an opportunity to connect together the paid, owned, earned (media). We think owned is the bridge.”
The company’s platform offers brands a series of packaged “apps” that embed consumers’ social actions on campaign sitelets. Examples include the NBA’s recent Twitter discussion scoreboard and GE’s social Olympics leaderboard.
“Our technology allows you to scale and filter positive experience in to these owned-media experiences,” Decker tells Beet.TV in this video interview during the recent Cannes Lions festival. “You need to meet the audience and consumers where they’re at – they’re spending a lot of time in social.”