West Midlands investor Mercia Fund Management has backed two tech companies as it grows its portfolio of digital businesses.
The Henley-based fund manager and incubator space provider has invested £150,000 a piece in Crowd Reactive and TorqBak.
Crowd Reactive creates live social media displays for events of all sizes, such as private parties, festivals, sporting events and brand campaigns, and counts Nike, Ferrari and Clinique among its client roster.
The displays are designed to encourage attendees to increase their social media output and the company recently set up a permanent installation at The O2 Arena.
TorqBak helps companies to engage with and monetise those people who are talking about their company and products in social media but not following the brand's social media channels.
This latest £300,000 investment follows a recent deal to back Canary Systems which has created a product aimed at helping elderly people to live independently in their own homes for longer by using mobile and wireless technology to monitor daily activities.
Rob Johnson, investment associate at Mercia Fund Management, said: "Enterprises with roots in social media offer particularly scalable ventures for private investors.
"Crowd Reactive is an innovative concept that grabbed the attention of our team with its visually mesmerising and interactive displays and potential for commercial success.
"TorqBak's innovative approach to engaging potential leads, combined with its CEO Nick Sharples' experience in marketing for major global brands, makes TorqBak an exciting addition to Mercia Fund Management's digital portfolio.
Crowd Reactive's chief executive Dan Strang said: "The investment package will be used to accelerate our sales, especially in the United States, where we are looking to establish the company further.
"We will also be looking to expand the Crowd Reactive concept with a monthly package for bars and nightclubs (and) we are due to set up a wedding brand called 'ii.do' to provide a unique service for brides and grooms."
TorBak's chief executive Nick Sharples said: "Mercia Fund Management has a varied portfolio but it was the investment team's recent expansion into the digital and e-commerce sector that attracted us to their offer."
