Acquia, an enterprise software partner for the Drupal open-source content management platform, announced a cloud-based service, Acquia Media Cloud, a rich-media and collaboration platform for Drupal developers.

The private, Burlington, Mass.-based company also introduced a new product, Open Web Experience Management, or OpenWEM, to enable enterprises to develop immersive digital content campaigns.

The products “offer digital marketers at IT organizations a much better alternative to proprietary WEM solutions,” said Acquia CEO Tom Erickson. He said the “elastic cloud environment” should make it easier for content developers to devise new programs. 

Drupal is used by many content companies including International Business Times and The Economist for their websites.

Acquia also announced another product, Badgeville, which lets marketers add “engagement mechanics” to their websites to drive participation and reward user behaviors in discussion forums and blog posts.

Acquia, formed in 2007 by Dries Buytaert, the creator of Drupal, Acquia claims its 2,400 customers include Time Warner Inc. (NYSE: TWX), Twitter, NPR and Stanford University.