The New Jersey State Library is promoting literacy and creating a compilation of inspirational quotes from residents via mobile.

The New Jersey State Library has partnered with Gold Mobile to form the book titled ?H2H (Human to Human) Wisdom in 160 Characters? via mobile. The campaign is in support of National Write Your Own Book Month.

?We?re combining mobile marketing with Facebook, Twitter and traditional Web pages and looking at this planting the seeds for a viral movement,? said Nancy Dowd, director of marketing at the New Jersey State Library, Trenton, NJ.

?We really see mobile as the best format to reach certain audiences,? she said. ?We have teens who are not emailing, they are not twittering, they are on Facebook, but they are primarily texters.

?The minute we started reading about mobile marketing we knew it would fit, because teens are our biggest audience and we?re very excited about texting. Anybody using email ? forget it ? there is so much clutter you can?t get through it."

The State Library provides information through its service to libraries, government and people with special needs and is affiliated with Thomas Edison State College.

Gold Mobile is a provider of mobile marketing, mobile Web and mobile CRM services.

Going viral with mobile
To take part in the project, anyone can submit their contribution by texting the keyword H2H followed by a space and their words of wisdom to short code 51684.

?What better way to reach people who are thinkers and readers to actually have them opt-in if it?s something they are interested in and texting is something they are doing?? Ms. Dowd said.

Consumers who include a first name or initials will have that information published along with their quote.

The texts cannot be longer than 160 characters.

The State Library will continue the campaign until it reaches its imposed 50,000 word limit.

All entries must be received by Nov. 30.

The State Library said that entries cannot contain profanity or personal references and that they reserve the right to select the quotes to be included in the book.

Opted-in consumers will receive a response to let them know that their submission has been accepted. They will also be kept updated about the book with up to one message per week and future updates from the library.

After completion, the book will be available online.

Ms. Dowd said that the library is targeting thinkers for the campaign and with the mobile marketing aspect they are trying to reach teens, mothers and young adults.

The campaign is being marketed strictly via Web 2.0 including Facebook, Twitter and some list-servs, with no signage in libraries.

Ms. Dowd said that using mobile marketing has been a little nerve-racking because the library is depending on the campaign to go viral.

?We?re really treating it as seeds to a viral campaign ? we?re sticking to viral and not going with printed materials or ads,? Ms. Dowd said. ?There?s a powerlessness in this particular marketing medium, because we have to sit back and see if it will take off or won?t.?

?I think that libraries and nonprofits are going to find that mobile marketing is an extraordinary new medium to reach their audiences,? she said. ?We traditionally have not been able to create databases because don?t have time and the money and this medium gives us the means.?