Man Utd Foundation Turns to Million 2-1

Million-2-1, which provides interactive competitions, lotteries and SMS games, has secured a season-long deal, in partnership with the Manchester Evening News, to provide the Manchester United Foundation with a fundraising promotional campaign based on its SMS reverse auction mechanic, HowLo?
HowLo? takes the concept of an auction and turns it on its head. Participants are invited to use their mobile to text in what they think will be the lowest value to a Million-2-1 shortcode for any given prize, with winner being whoever holds the lowest unique bid after a given period of time.   
The promotion will be run in conjunction with Manchesters local newspaper, the Manchester Evening News, with the weekly auctions for prizes such as tickets to every Manchester United home match, TVs and signed Manchester United merchandise, being promoted in the paper and also on Channel M. 
The Manchester United Foundation, formed in 2006, exists to educate, motivate and inspire young people to build a better life for themselves and improve the communities they live in. The Foundation delivers football coaching, skills training, personal development and life-changing experiences, providing young people with opportunities to change their lives for the better. 
The majority of our work at the Foundation is about supporting and developing young people in communities near Old Trafford; children and young adults from Manchester, Salford and Trafford, says John Shiels, CEO, of the Manchester United Foundation. So to have a real Manchester institution like the Manchester Evening News and an innovative Manchester-based company like Million-2-1 backing us makes us especially proud.”