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Lifetime Television and Telescope Roll out "Text Pink" Mobile Program as Part of "Stop Breast Cancer for Life" Campaign.
Innovative use of mobile cause marketing for Lifetime's 13th annual multi-platform campaign brings in user generated content from mobile and online channels for breast cancer awareness
NEW YORK -- Lifetime Television and Telescope, the leader in participation media solutions, have teamed to deliver a mobile marketing campaign for Lifetime's 13th annual 'Stop Breast Cancer for Life' program, which runs through the end of October. Mobile subscribers can text "Pink" to the short code L-T-I-M-E (58463) to send words of encouragement or names of loved ones affected by breast cancer and they will appear both online at Lifetimetv.com and in text-to-screen on Lifetime Television.
In addition, in an effort to raise funds for the cause, a $2.99 premium charge for one month provides consumers with exclusive access to content including celebrity tips from the likes of Fran Drescher, Daisy Fuentes, Whoopi Goldberg, Patti LaBelle, Ricki Lake, Reba McEntire, Mya, and Holly Robinson Peete. All of Lifetime's proceeds are donated to breast cancer awareness charities.
Telescope has been providing Lifetime with mobile marketing and participation services since 2005 and initially launched the breast cancer mobile marketing campaign in 2006. The 'Text Pink' program is another example of how broadcasters are embracing mobile marketing to develop relationships with their viewers and tailor specific interactive messages to an audience. In addition, the use of premium text messaging is an example of how revenues can be generated for a cause-marketing program.
"With texting 'Pink' (to LTIME or 58463), Lifetime developed a way for its viewers to make a personal tribute to loved ones who are breast cancer patients and survivors," said Kimberly Dobson, VP Business Development of the top-rated network. "We created this text-to-screen and online content to increase community awareness about fighting breast cancer, a topic of great importance to our audience."
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Source: HighBeam Research, Lifetime Television and Telescope Roll out "Text Pink" Mobile Program...