Social marketing firm Popdeem has raised €500,000 in funding as it invests in the commercial development of its platform.

The money was raised from venture capital firm Delta Partners, Enterprise Ireland and angel investors.

The company, which was part of the initial intake of start-ups in the Wayra accelerator programme in 2012, allows brands to reward users for checking in or sharing photographs on social platforms at specific events. It is aimed at generating word-of-mouth marketing to boost brand awareness and win over customers.

Popdeem now allows its technology to be integrated into existing mobile apps, offering a “white label” solution to large brands.

"Brands are constantly looking at innovative ways to spark conversation on social networks. Peer-to-peer engagement is becoming more important as the social web continues to grow" said Popdeem chief executive Richard Whelan. "Popdeem's technology and marketing platform is making it possible for brands to target their most influential customers, boost brand advocacy and harness the power of the social web."