Nonprofit (RED) and Gilt Groupe have teamed up this holiday season to support the fight against AIDS by encouraging consumers to dial **RED on their mobile device and shop products, as well as donate for the cause.

(RED) is making mobile a part of its giving strategy for the first time by partnering with Zoove, which provides the StarStar platform, and luxury flash sale retailer Gilt Groupe. The campaign, which launches this week and runs through the holidays, is also the nonprofit?s most extensive effort to date targeting a younger generation.

?It is important for (RED) to engage with the younger generation who use their mobile phones to connect with brands, causes and one another via social networks, ? said Deborah Dugan, CEO of (RED). ?By taking one simple action and calling **RED people can shop for (RED) products, buy the Dance (RED), Save Lives music album, and watch videos about the fight for an AIDS-free generation,? she said.

?We selected the StarStar mobile approach due to its ability to reach people in-the-moment, at parties or when people see the signs in Times Square."

Seeing red
The campaign features dance music celebrity DJ Tiësto, with mobile calls to action appearing on the glasses and cocktail napkins at special events at the Standard Hotels in New York, Miami and Los Angeles as well as on signs in Times Square.

When users dial **RED, they automatically receive a text message with several links. By clicking on the links, users can access Tiësto?s Dance (RED) Save Lives music compilation on iTunes. Users can also link to the Gilt.com?s online boutique where they can purchase products including (RED) t-shirts, Tourneau watches, Bottletop bags and Bugaboo strollers.

Users can also sign up to join (RED)?s fight against AIDS and make a mobile donation.

The campaign will deliver a wide variety of sites and content to mobile phones using the StarStar platform.

Mobile giving
As nonprofits look for innovative ways to engage consumers, many are looking to mobile as an important strategy to support their fund-raising efforts. Mobile donations are also increasingly playing a key role in the aftermath of natural disasters such as Superstorm Sandy and the earthquake in Haiti.

Zoove reports that numerous nonprofits have used the StarStar platform to support their mobile strategy and deliver robust digital experiences, including the American Red Cross, Girl Scouts and Wounded Warriors. Experiences on the StarStar platform can be customized in real-time to location, mobile device, carrier type, or other specifications.

(RED) was founded by Bono and Bobby Shriver to engage business and people in the fight against AIDS. The organization has generated $200 million for the Global Fund to fight AIDS.

"We are deeply committed to leveraging the power of the StarStar mobile platform to engage and activate people, and help support important causes, such as the goal of achieving and AIDS free generation" said Joe Gillespie, president and CEO of Zoove, Palo Alto, CA. "Each person that makes this simple phone call and takes action to join (RED) becomes part of this effort. And together, we can make a significant impact."

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York