The
largest mobile fund-raising effort was made possible through several mobile ad networks AdMob,
Eyeblaster,
Jumptap,
Microsoft
Advertising, Millennial
Media, Ringleader
Digital and other networks. They were approached by mGive-Mobile
Accord to develop the mobile advertising campaign designed to
broaden the reach of the American
Red Cross Haiti relief efforts via the organization's text messaging
mobile campaign.
These mobile partners donated their time and ad-serving
fees to enable the campaign across multiple publisher sites that donated
their inventory for the campaign. The publisher sites, including MSN
Mobile, Hotmail, Windows Live Messenger Mobile and E! Online featured
banner advertisements allowing consumers to click on the ad to learn
more about how they can donate to the American Red Cross, and providing
the number (Text "HAITI" 90999) to make a donation.
The mobile advertising campaign is currently underway and will run over
the next several weeks. This timeframe will provide consumers with the
opportunity to continue to help donate to those impacted by the disaster.
"We are thrilled to be a part of this campaign and supporting the
American Red Cross relief efforts," said Charles Johnson, general
manager of mobile advertising at Microsoft. "By offering consumers the
opportunity to donate to the relief fund via mobile advertising and text
messaging campaigns, we believe we are enabling a faster and more direct
option for consumers to donate to help those in time of need."
"Through this targeted mobile advertising campaign, consumers are able
to immediately act upon their will to donate via the same device they
are using to keep up-to-date on the events in Haiti," said Andrew Frank,
research vice president at Gartner. "By providing consumers with a
convenient avenue to donate to this cause, this campaign is aiding in
the relief effort via a medium that continues to grow as the dominant
avenue when accessing the Web."
"When I heard about all of the struggles currently underway in Haiti I
knew that I wanted to help out any way possible," said Peggy Traut of
North Andover, MA. "Through this mobile campaign, I was able to
immediately act upon my will to donate via the same device that I was
using to keep me updated on the events in Haiti. It is this convenience
that will help continue to drive additional consumer support."