Yesterday at The Next Web Conference Startup Rally, the Finnish based startup Flockler, a social curation platform for publishers launched. Flockler’s tools let audience members create topics, which members can then join. Members of a topic can post text, photos, videos and even include embedded code and tweets. Content can be posted with any device including iPhone, iPad and Android devices. Flockler’s user interface is built based on Less Framework and adapts to various screen sizes automatically.

Topics can be a specific theme, breaking news story or a nearby live event. Flockler’s first public beta case was during FIFA World Cup 2010 with Aamulehti, the second largest daily newspaper in Finland. Aamulehti selected a team of experts to create and curate content during the World Cup. Members, including junior league coaches, referees, true fans and local football heroes posted over 2,500 posts in 30 days including dozens of YouTube videos, photos and thousands of comments. Flockler says their service was extremely popular and the best content was cited daily in Aamulehti’s print version. [See our full story of Flockler’s launch here.]

Watch our interview with Finnish Flockler Founder Toni Hopponen here: