Nonprofit political organization Rock the Vote is using mobile at events such as Lollapalooza to engage young Americans by connecting them with musicians and interactive politics.

Rock the Vote has selected mobile marketing company Mozes Inc. to power its mobile engagement platform. Rock the Vote is ramping up its interaction with the millennial generation by leveraging interactive tools such as mobile polls and votes, broadcasting election news, narrowcasting voter registration information and providing the ability to send comments and mobile pictures to the Rock the Vote Web site.

"We ran a robust SMS campaign for the first time in 2008, and now all of our public service announcements include the SMS call-out," said Chrissy Faessen, vice president of communications and marketing at Rock the Vote, Washington. "Mobile is integrated into all of our marketing and communications programs.

"We use mobile in conjunction with other media as an opportunity to reach out to our target audience, ages 18 to 29," she said. "We want to engage young people about politics and all of the issues that are important to them, and mobile is an excellent medium to connect to young people, because it helps up moves past geographic and demographic restrictions."

Rock the Vote's mission is to engage and build the political power of young people in order to achieve progressive change in our country. Its target demographic is U.S. citizens ages 18-29.

The organization uses music, popular culture and new technologies to engage and incite young people to register and vote in every election.

The nonprofit organization gives young people the tools to identify, learn about and take action on the issues that affect their lives to leverage their power in the political process.

Mozes provides a self-service Web platform to create, deliver and analyze the effectiveness of mobile marketing campaigns.

Rock the Vote will be helping to connect its mobile constituents with some of world's best-loved bands, brands and artists via Mozes's platform.

To join the Rock the Vote mobile group and get updates, information and content related to American politics and music, consumers can text keyword ROCKTHEVOTE to short code RTVOTE (788683).

Opportunities for voters to see their favorite group play live, text-to-win tickets or seat upgrades at the show or get a phone call from a famed lead singer are examples of how Rock the Vote plans to bring mobile experiences and rock ?n' roll to their mobile database of opted-in voters.

During its recent on-site campaign at the three-day Lollapalooza music festical in Chicago, fliers were distributed urging attendees to text keyword LOLLA to short code RTVOTE (788683) to win passes to Rock the Vote's exclusive VIP after-party at the Hard Rock Hotel featuring Danny Masterson, Peter Bjorn & John, Black Gold, Passion Pit, GZA & Santigold and Ra Ra Riot.

Lollapalooza attendees could also send pictures taken with their camera phone to . The photos were then posted on Rock the Vote's Web site.

"Mozes has been great in allowing us to geographically target our text messaging by state and ZIP code," Ms. Faessen said. "We use their system to pull our specific locations and send out text messages -- for example, we can target individuals in and around Chicago, where Lollapalooza took place.

"Mozes also provides widgets that allow people to send a picture from their phone to a widget on our site, so we can display pictures attendees send us in real time," she said.

Rock the Vote is looking to expand its mobile initiatives going forward.

"We're looking to launch a paid advertising campaign that includes mobile to keep young people updated and informed on the issue of healthcare moving forward," Ms. Faessen said.

"Obviously healthcare is a hot topic right now and a priority for us, but moving forward it could be centered on student debt, the environment or campaign finance reform, any issue that affects young voters," she said.

Mobile Marketer's Dan Butcher also interviewed Dorrian Porter, CEO of Mozes, Palo Alto, CA:

What is RTV's strategy behind the launch of their mobile initiatives?
"RTV's strategy behind their mobile initiatives is to open a new channel of communication with their target demographic and to increase the effectiveness of their grassroots advocacy pertaining to their priority initiatives; the three biggest of them now being Health Care, their High School Civics Program they're launching this year and live events."

What challenges does Mozes address for RTV?
"Mozes helps RTV address the challenges of cutting through the clutter and noise that bombards people every day by reaching them in a personal and direct way on their mobile phone.

"RTV will use Mozes to transform their traditional approach to media and events by incorporating mobile engagement into all of their activities.

"In addition, RTV can now send pertinent information to its constituents that they have expressed interest in and opted in to receive.

"We also help them segment their messages to specific geographic areas based on key elections or votes within their priority initiatives encouraging young American voters to engage in the political system and realize they can make a difference."

What is their target demographic, and how is RTV engaging those voters via mobile?
"RTV's target demographic is 18-plus individuals.

"They are directly interacting with American youth via mobile through concerts, festivals and voice lines with some of the country's hottest artists in order to raise awareness of key issues get them excited about the political process."

How will RTV get the word out about their mobile initiatives (i.e. marketing tactics)? Will the SMS call-to-action appear on TV or within any advertising?
"RTV plans to incorporate their mobile calls to action in various types of advertising such as TV, radio and print throughout the country.

"They will also be getting the word out through grassroots tactics at live concerts and festivals, such as on-stage calls to action from the artists themselves or displayed on jumbo screens, as well as RTV volunteers handing out fliers and verbally encouraging attendees to participate in their various mobile campaigns.

"RTV also uses online widgets on their Web site and various social networks to entice young Americans to get involved."