Mobile agency Que Pasa is claiming a first with the launch of a new and permanent mobile Internet site for Help the Aged. The site will deliver a monthly newsletter-style update to its supporters.
Que Pasa has been delivering mobile marketing and fundraising campaigns for the charity since the latter half of 2006. The mobile site marks the latest phase in a comprehensive strategy aimed at raising awareness and support from younger audiences by leveraging their appetite for mobile content and services.
The mobile internet site is the second major launch on Que Pasas new Mobrool platform. It can be viewed by texting HtA to 82100 to receive a link. The site includes the latest fundraising and campaign news from Help the Aged; a downloadable video clip aimed at challenging age discrimination; wallpapers from the charitys Cows n Things gift catalogue; a Get Involved channel in which users can discover how to take part in the latest fundraising initiatives, which include a London to Amsterdam cycle ride
and a series of Skydiving events; mobile direct response forms which allow users to receive sponsorship packs for the fundraising event of their choice; a viral send-on facility, encouraging users to tell friends and family members about the work of Help the Aged; and a click-to-call donor hotline.
The site will be promoted via existing SMS campaigns that Que Pasa is running for the charity and in relevant media during major campaigning periods.
Help the Aged New Product Development Manager, Louise Askew says that mobile is increasingly becoming an important component in the charitys digital marketing mix. She says:
Weve already found through our work with Que Pasa that we can reach out to non-traditional supporters and that younger consumers in particular can be highly responsive to well-targeted mobile activity. Our presence on the mobile Internet is a logical next step, which enables us to capitalise readily on our existing mobile marketing campaigns and prepare to take full advantage of the full range of mobile advertising options available. The mobile site that Que Pasa has produced is slick, informative, fun and easy-to-use… perfect for what we are trying to achieve.