Quattro runs mobile campaign to encourage charitable donations
September 16, 2008
Alicia Keys
Mobile ad network Quattro Wireless, its U.S. publishers and the Mobile Giving Foundation are doing a mobile campaign to encourage consumers to donate in support of charity.
Quattro will launch this new partnership with two highly-visible charities Stand Up To Cancer and Alicia Keys' Keep a Child Alive.
"The strategy is to leverage mobile to connect charities with people who want to give to their causes," said Lars Albright, Albright, vice president of business development with Quattro, Waltham, MA.
"We are signing up some of our leading publishers who will donate a portion of their inventory to allow Quattro to be able to run the promotion," he said. "We think its innovative way to take advantage of people who are using the mobile Web."
Ad units and landing pages built by Quattro will drive consumers to make $5 donations through mobile giving across the Quattro Mobile Ad Network on publishers like Fandango, Hachette Filipacchi Media U.S., MocoSpace, TV Guide and Univision.
In addition, newly added Quattro publisher FOX Interactive Media, which represents mobile sites such as MySpace, Photobucket, IGN.com, AskMen.com, RottenTomatoes.com, and FOXSports.com, will participate as well.
Besides the mobile banner ads on publisher sites, another access point of giving is texting StAND to 40202 or ALIVE to 90999.
With the help of Quattro and its publishers, the two charities can expand and cultivate a new base of givers and create permissive donor interaction.
The new partnership will bring an added value to its partner charities and keep them connected with their donors.
Ad units will drive consumers to important causes and provide them an opportunity to donate via the mobile device using a premium SMS gift.
The big challenege that the mobile channel addresses for charities is exposure," Mr. Albright said. "This is giving them an efficient way to get in front of many mobile devices with free inventory in this case.
"The fact that there is also the ability to act is a plus as well," he said. "We are doing this because we think it is a good cause.
"This move also helps to expand the reach of mobile. It's a new and innovative way of generating dollars for a good cause."