The leading provider of mobile marketing and advertising technology, Velti, teamed up with Cancer Research UK and Channel 4 to increase donations at the ‘Stand up at Cancer’ show in October. Velti’s technology platform allows customers to use mobile and traditional media to reach targeted consumers, and maintains a relationship with them through the internet. The technology allowed the public to donate either GBP5.00 or GBP10.00 from their mobile. 360,000 mobile donations were made, demonstrating the effectiveness of using a mobile channel in a campaign.
Programme Manager of Channel 4, James Wiggins, said: “This is the first major charity telethon for Channel 4 and it’s been really exciting executing this format using multiple channels for interactivity and donations. Velti has a wealth of experience in integrating mobile interactivity into live TV events, especially for the third sector. They understand the dynamics of the relationships required between the broadcaster, the charity and service provider, giving us an invaluable source of knowledge for future mobile initiatives.”
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