We caught up with our Runway East Moorgate member Tom Nield, Founder of Landmrk, to learn about him and how his ‘Pokemon-Go for content’ platform has grown with the help of Alt-J and some serendipitous encounters at Runway East. 

Lift pitch Landmrk to us:

In essence, it’s like Pokemon Go for branded content. It lets brands place digital content, offers or experiences anywhere they want in the physical world. A user can open up a map branded to our clients and they move into the highlighted locations to unlock that content offer or experience.

It’s all about driving users to go to physical locations and as long as there’s an incentive, we can push people towards whatever that location is to suit our client.

Can you give me an example?

We have musicians that want their fans to access their music in a more creative way so, for example, you could get your first listen of a new album by going to a beautiful location in your city. We have the ability to create unique experiences for consumers or fans and we have the ability to drive people to certain locations, which is quite powerful.

What does Runway East mean to you?

We met our investor in the space here so that’s very valuable just to be here. As a startup you can spend a lot of time roaming around all sorts of places to meet these people but when they’re just here in your office, that’s pretty good.

As a founder, what motivated you to start Landmrk?

The company was born out of an agency called Strange Thoughts- we ran a campaign for the band Alt J and they wanted to create a unique experience for their fan’s first listen of their latest album. Strange Thoughts generally runs on a campaign basis so we did that as a campaign and we realized that we’d created a really powerful technology that could be used for all sorts of different brands and entertainment clients.

How has the experience of trying to raise investment been for you?

We’re still closing our investment round at the moment but our experience so far has been really good actually. The bad parts of the experience are the usual kind of legalities and paperwork but as with anything worth a lot of money then that’s expected. What we did find was that we didn’t have to push too hard to get interest from people. We were speaking to existing contacts we had and then a person that we met at Runway East. A lot of people and companies seem to struggle to find investment but we’ve been very lucky.

Do you have any parting industry advice for new starters out there?

Just run at, go at it. Go for every opportunity to see what fits the best for your company and what you’re doing.

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