Mobile Marketing With A Purpose

Anyone who thinks that mobile marketing is nothing more than a savvy technological tool to make advertisers wealthier and customers more inclined to spend, think again.

It looks like some of the purveyors of mobile marketing do, in fact, have a heart and are using this burgeoning advertising mechanism to achieve some good.

It was just announced that Tesco Mobile has partnered with Marie Curie Cancer Care to launch a new way to “raise money on the move.”

As part of its support for the Tesco Charity of the Year 2008, Tesco Mobile is creating a mobile site for the organization which, when completed, will allow consumers to visit Marie Curie Cancer Care on their mobile phones.

Apart from the obvious – driving fundraising efforts at every possible turn, the mobile site will enable visitors can download exclusive wallpapers featuring the Marie Curie Cancer Care daffodils emblem. There are multiples designs from which to choose at a minimal price, which, needless to says, helps benefit the cause. The site will also offer a “one-click call button” for donors wanting to give back more than the price of a download.

Marie Curie Cancer Care provides excellent nursing free of charge to terminally ill patients requiring care from home. During 2008, Tesco hopes to raise better than two million dollars through aggressive mobile marketing to fund an additional 125,000 hours of nursing care.

“We run a mobile Internet site for Tesco customers where anyone can read the latest news, sports and gossip as well as download ringtones and mobile games,” says Ashley Schofield, Head of Customer Marketing at Tesco Mobile. “With over 100,000 visitors every week, we thought it would be a great place to raise awareness of Marie Curie Cancer Care and generate some extra donations.”
For a link to the site, text MARIE to 83726.