Innovative use of mobile cause marketing for Lifetime’s 13th annual multi-platform campaign brings in user generated content from mobile and online channels for breast cancer awareness.
FOR IMMEDIATE RELEASE
October 22, 2007 – NEW YORK - Lifetime Television and Telescope, the leader in participation media solutions, have teamed to deliver a mobile marketing campaign for Lifetime’s 13th annual ‘Stop Breast Cancer for Life’ program, which runs through the end of October. Mobile subscribers can text “Pink” to the short code L-T-I-M-E (58463) to send words of encouragement or names of loved ones affected by breast cancer and they will appear both online at Lifetimetv.com and in text-to-screen on Lifetime Television.
In addition, in an effort to raise funds for the cause, a $2.99 premium charge for one month provides consumers with exclusive access to content including celebrity tips from the likes of Fran Drescher, Daisy Fuentes, Whoopi Goldberg, Patti LaBelle, Ricki Lake, Reba McEntire, Mya, and Holly Robinson Peete. All of Lifetime's proceeds are donated to breast cancer awareness charities.
Telescope has been providing Lifetime with mobile marketing and participation services since 2005 and initially launched the breast cancer mobile marketing campaign in 2006.
The ‘Text Pink’ program is another example of how broadcasters are embracing mobile marketing to develop relationships with their viewers and tailor specific interactive messages to an audience. In addition, the use of premium text messaging is an example of how revenues can be generated for a cause-marketing program.
"With texting 'Pink' (to LTIME or 58463), Lifetime developed a way for its viewers to make a personal tribute to loved ones who are breast cancer patients and survivors," said Kimberly Dobson, VP Business Development of the top-rated network. "We created this text-to-screen and online content to increase community awareness about fighting breast cancer, a topic of great importance to our audience."
The “Text Pink” campaign runs across all U.S. mobile carriers, and relies on Telescope’s industry-leading expertise in managing large-scale mobile applications for broadcasters.
In addition to the “Text Pink” campaign, Lifetime Digital contributes to the campaign with a new version of its 2006 award-winning “Stop Breast Cancer for Life” mini-site on LifetimeTV.com along with offering both the song “My Bra” and the first-ever “sneak peek” of a Lifetime Original Movie “Matters of Life & Dating” on iTunes.
“The power of large-scale, mass voting and user-generated content in the mobile channel is strongly indicated by Lifetime’s “Text Pink” campaign, and we are pleased to continue our work with Lifetime in reaching an ever-wider audience through the mobile device,” said Troy Sample, CEO of Telescope. “Participation media, for a cause campaign such as this, creates a feeling of empowerment and extends Lifetime’s message to a passionate audience that can stay connected to a community for the life of this month-long campaign.”
About Telescope Inc.
Telescope is a participation media and mobile marketing pioneer. The company provides mobile, landline and online interactivity services, including mass-scale television voting with the world’s largest phone voting solution, mobile marketing and content programs, text-to-screen, and application development for media and corporate clients. Telescope is headquartered in Los Angeles, California, with offices in New York and London. Visit us at www.telescope.tv.
About Lifetime
Lifetime is the leader in women’s television and one of the top-rated basic cable television networks. A diverse, multi-media company, Lifetime is committed to offering the highest quality entertainment and information programming, and advocating a wide range of issues affecting women and their families. Lifetime Television, LMN, Lifetime Real Women and Lifetime Digital (including LifetimeTV.com) are part of Lifetime Entertainment Services, a 50/50 joint venture of The Hearst Corporation and The Walt Disney Company.
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