Back in October, broadcaster Channel 4 ’s ‘Stand Up To Cancer’ telethon event in support of Cancer Research UK managed to get 360,000 intervactions. This case study looks at how mobile marketing firm Velti delivered the campaign.
Providing a convenient method to engage viewers, Velti’s technology platform enabled the public to make £5 and £10 donations directly from their mobile device, garnering over 360,000 mobile interactions and demonstrating how successful the mobile channel is in tandem with a national broadcast campaign.
‘Stand Up To Cancer’ began with a week of programming on Channel 4 that built up to the live event, bringing together celebrities from TV, film and music, and marking the first fundraising telethon ever staged by Channel 4.
James Wiggins, Programme Manager, of Channel 4 said: “This is the first major charity telethon for Channel 4 and it’s been really exciting executing this format using multiple channels for interactivity and donations. Velti has a wealth of experience in integrating mobile interactivity into live TV events, especially for the third sector. They understand the dynamics of the relationships required between the broadcaster, the charity and service provider, giving us an invaluable source of knowledge for future mobile initiatives.”
Commenting on the charity’s decision to work with Velti, Su Crighton, Programme Manager at Cancer Research UK, said: “We’re thrilled with how successful mobile was for the ‘Stand Up To Cancer’ campaign and the results demonstrate that donating by mobile is a mechanic that will become increasingly beneficial to charity fundraisers. The UK public love the simplicity and spontaneity of mobile donations and we’re thankful to Velti that this key element of our first live telethon ran so smoothly.”
“We are extremely proud to be working with Cancer Research UK and Channel 4 on such a worthwhile cause that has affected so many of us,” said Rob Weisz, VP Sales at Velti. “Televising a high profile live event such as ‘Stand Up To Cancer’ poses numerous challenges for broadcasters. With over seven years’ experience working with broadcasters, we brought that knowledge and proven technology to the campaign, providing practical advice on how and when to engage with viewers via mobile, coupled with compliance guidance and support from our highly skilled interactive production team.”
The partnership with Channel 4 marks a landmark for Velti, now having worked with every major UK terrestrial broadcaster.
• Velti has worked with various charities in the UK to mobilise donations and has enabled the public to donate in excess of £34 million since March 2009.
o Comic Relief – £15.1m (2011) and £7.8m (2009)
o Sport Relief – £7.9m (2012) and £3.4m (2010)
• The ‘Stand Up To Cancer’ donation lines closed on 30th November 2012.