Send A Smile Integrated Campaign
March 23, 2010
VH1 has teamed up with Operation Smile, who are featured in several episodes of the series, to encourage consumers to share their smile to create a smile mosaic and raise money to give children all over the world the smile they deserve. All smiles collected via mobile messaging, online uploads and street marketing will become part of a mosaic composite featuring photos from “Jessica Simpson’s The Price of Beauty.” The mosaic will live online at VH1smile.com. People can also send a photo of their smile using their mobile phones using the code 80366.
For every smile shared, $1 will be donated to Operation Smile by VH1 up to $10,000. In addition, consumers will be encouraged to donate to Operation Smile on their own by texting SMILE to 90999 to donate $5 automatically. They can also go to OperationSmile.org to donate. Operation Smile is a not-for-profit that performs life-changing surgery on children with facial deformities worldwide.
Overall, this is a pretty well integrated marketing effort. In terms of best practices, you should always integrate mobile into a larger marketing plan, not just rely on the one channel by itself. Furthermore, this is a very good example of how social and mobile marketing intersect. I would not be surprised to see some very impressive numbers come out of this campaign.
