Leonardo DiCaprio is the latest celebrity to get in on the celebrity tech investing trend, joining Lady Gaga, Ashton Kutcher and others. Leo is leading a $4 million round in photo sharing app and Israeli startup Mobli.
For background, Mobli is a photo-sharing app where users can share moments and see the world through other people’s eyes. Unlike other photosharing apps, Mobli is made up of subject-based channels and filters such as people, places and topics. The platform has seen significant celebrity adoption and is used by Leo himself, David Arquette and Paris Hilton.
Users can connect to Mobli with Facebook to bring in a social element to the application and share photos with friends. For example, concert-goers, celebrity fans, wedding attendees, and families can all share pictures and videos of an occasion, experience or interest with like-minded communities. All pictures/videos are geotagged (and can be optionally tagged to a Foursquare venue) to further narrow collections.
The app offers 22 free filters. Mobli uniquely applies filters on a visual basis but also in relation to location, so users can frame photos taken in a sports stadium in team colors, or taken at a conference with branded filters. Clearly, there’s a huge opportunity for brands to work with Mobli to sponsor filters.
Mobli offers apps for iPhone, Android, and Blackberry devices and is acquiring 10,000 new users a day.