VH1 is trusting the mobile channel to not only help promote its new reality series “Jessica Simpson’s The Price of Beauty,” but also to raise awareness and corresponding funds for Operation Smile.
Operation Smile, an organization with which Jessica Simpson has long been affiliated in the capacity of ambassador, helps children with cleft palates receive free corrective surgeries.
The “Send a Smile” SMS campaign encourages people to “donate a smile.” As a result, VH1 will donate $1 for every photo submitted up to $10,000. To participate, mobile users can send a smiling pic to 80366. Conversely, texting the keyword SMILE to 90999 will make a $5 donation.
According to Noah Vadnai, senior director at VH1 Mobile: “The SMS Send a Smile campaign is designed to do a couple things. Its primary goal is to generate awareness and raise money for Operation Smile.”
“We also ask users,” says Vadnai, “if they want to join the VH1 VIP list, which is our mobile marketing list and a place to learn about exclusive VH1 events and promotions.”
VH1 has a long history of utilizing the mobile space for successful marketing campaigns. From popular iPhone applications to mobile websites serving up exclusive content from VH1, the cable television network has consistently supported on-air programming with a substantial mobile platform.