Mobile Engagement for Cause-Based Marketing

2 minute read

Upland Admin

I posted recently about Waterfall Mobile’s involvement with The Cove, a documentary about the slaughter of dolphins in Japan.

But here’s the latest in this demonstration of effective cause-based marketing: I am excited to report that the results for this cause-based mobile engagement campaign have been through the roof.

Our new client Participant Media – the studio behind terrific, socially relevant films like “An Inconvenient Truth,” “Charlie Wilson’s War,” “Syriana,” and “Good Night, And Good Luck” – produced “The Cove,” and leveraged the Msgme platform to create a mobile messaging campaign for the movie.

The mission? Convert viewer interest into social action.

A mobile call-to-action runs with the film’s closing credits, and the opt-in rates have been remarkable. For instance, over the film’s opening weekend 9% of viewers texted in after seeing the movie.

9%! At this scale and for this type of project, anything close to 4-5% would be cause for whooping and high-fiving in the office.

But that’s not all. Thousands have texted in to date, and when Ric O’Barry (the film’s star) sent out a video message, 19.5% of subscribers clicked through.  The following week, 22% of the list clicked through to sign an online protest letter. Based on the initial success of these links, the link to the letter was added to the automated response for all new subscribers. As of last weekend – five weeks into the film’s theatrical run – that link has seen an amazing 28% click-through rate.


Those numbers are off the charts and I’m happy Waterfall could chip in to help this extremely worthy cause.

It’s not too late to get involved! If you’d like to learn more, visit The Cove or text DOLPHIN to 44144.

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