Mobile Marketing Campaign (PRODUCT) RED™ By Elizabeth Kulin Parisa Khazei Porntip Chantawech Silvia Chan Vanessa Boutwell

Company Overview Why Mobile Marketing? Mobile Marketing Campaign Implementation Campaign Simulation Agenda

Company Overview

Why Mobile Marketing?

Mobile Marketing Campaign

Implementation

Campaign Simulation

Bono and Bobby Shriver Co-Founder Company Overview “ Raise the funds to fight AIDS in Africa” “ Non-charity business model”

Bono and Bobby Shriver

Co-Founder

Goal and Objectives

Marketing Strategy

Why Mobile Marketing? Reach Consumer engagement Interactive Measurable Increase Brand awareness Customers Experience

Issues Source: Mintel. (2009, March). Charities of Choice - US . “ I prefer transparent process ” “ I will donate if I am well-informed ”

Mobile Marketing Campaign Alert SMS

Implementation Lease Vanity Short Code ie. WE-R-RED = 937733 Liive Liives Lifes Livess Lves “ LIVES”

Liive

Liives

Lifes

Livess

Lves

Implementation Terms and conditions The mobile operators participating in this campaign are AT&T, Verizon, Sprint, T-Mobile, Nextel, Boost, Dobson and Alltel If your mobile operator is not participating, you will not receive a reply to your messages. Some operators may not support some services at the prices offered. Pre-paid users may not be able to participate – Check with your mobile operator. STDMSG&DATARATEAPPLY. Pricing: $0.00 for messaging service. You will receive 2 messages per week from Product Red. Your mobile operator may charge standard and other text messaging fees for text messages send and receive. To stop a service at any time, reply STOP. Text HELP to the short code to receive help information, reply HELP to any message. Any messages you send in text messages become our property. No remuneration is implied or offered. News and data delivered are believed to be accurate at the time of delivery. For Support, email Support@iLoopMobile.com or call 1-877-561-8045. Terms and conditions The mobile operators participating in this campaign are AT&T, Verizon, Sprint, T-Mobile, Nextel, Boost, Dobson and Alltel If your mobile operator is not participating, you will not receive a reply to your messages. Some operators may not support some services at the prices offered. Pre-paid users may not be able to participate – Check with your mobile operator. STDMSG&DATARATEAPPLY. Pricing: $0.00 for messaging service. You will receive 2 messages per week from Product Red. Your mobile operator may charge standard and other text messaging fees for text messages send and receive. To stop a service at any time, reply STOP. Text HELP to the short code to receive help information, reply HELP to any message. Any messages you send in text messages become our property. No remuneration is implied or offered. News and data delivered are believed to be accurate at the time of delivery. For Support, email Support@iLoopMobile.com or call 1-877-561-8045. Join ( RED ) TM Text LIVES to 47201 Now! To receive alerts on how YOU CAN HELP FIGHT AIDS in Africa. Join ( RED ) TM Text LIVES to 47201 Now! To receive alerts and deals. Make a difference and help fight AIDS in Africa.

User Flow Mobile Platform Best Practices: Opt-Out, Help, etc. Text “LIVES” to 42701 Confirmation/Welcome Message “ Yes” Opt-in Request Alerts: 2 messages/week

Alert Messages

Budget Fixed Costs Variable Costs

Schedule Vanity Fair PC Magazine Rolling Stones Times Elle Mac Magazine Newsweek Economist Q1 Q2 Q3 Publication Jan Feb Mar Apr May Jun Jul Aug Sep Q4 Oct Nov Dec

Measurement and Analytics Quantitative Qualitative Test and Optimize

Execution Text LIVES to 47201 NOW !

Future Possibilities

(PRODUCT) RED™ Campaign Simulation

Thank you.