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Velti Delivers National Geographic Entertainment's First Mobile Marketing CampaignCompany's mGage Platform Enables Comprehensive Mobile Marketing Solution for "The Last Lions" That Drove Ticket Sales, Charitable Donations (June 16, 2011)
SAN FRANCISCO, CA -- (Marketwire) -- 06/16/11 -- Velti (NASDAQ: VELT), a leading global provider of mobile marketing and advertising technology, has helped National Geographic, one of the largest non-profit scientific and educational institutions and most important multi-media publishers in the world, to execute a high visibility national mobile marketing initiative. The campaign, in support of National Geographic Entertainment's documentary feature film "The Last Lions," leveraged the full breadth of Velti's mGage mobile marketing platform to target and engage animal lovers, movie-goers and conservationists in numerous ways, including:
- Placing personal photos within safari scenes from "The Last Lions" film and sharing them on Facebook to unlock new opportunities, via the Urban Safari application for iPhone
- Texting sweepstakes entries for a chance to win a private safari in Botswana, Africa
- Offering opportunities to donate to National Geographic's Big Cat Initiative, which aims to restore threatened wild cat populations around the world, through a full-featured mobile site
- Finding nearby theaters and purchasing tickets on-the-go
- Becoming part of the Nat Geo mobile club, a community of fellow planet-conscious citizens and animal enthusiasts
"The National Geographic Entertainment team is fully convinced of the value of mobile initiatives to make a real impact with our audience," said Nikki Lowry, director of marketing for National Geographic Entertainment. "Thanks to 'The Last Lions' campaign we saw a bump in the movie's social media communities and, most importantly for us here at National Geographic, contributions to the Big Cats Initiative."
Benchmark results, which exceeded industry averages, included:
- Stickiness: Mobile site attracted more than one quarter of a million total visitors with a 3-minute average visit duration, twice that of the industry average.
- Heeded Calls to Action: Nat Geo Mobile and Velti's initiatives comprised 12 percent of sweepstakes participation.
- Text Success: Following the launch of SMS ticket purchase alerts, traffic to the site increased by 200 percent from the week prior.
To deliver this complex, multi-faceted mobile campaign, National Geographic selected Velti's mGage Software-as-a-Service (SaaS)-based mobile marketing platform. The flexibility and robust nature of mGage enables brands to offer customized mobile campaigns that are scalable and fully integrated. During 2010, more than 825 brands and advertising agencies executed over 2,700 campaigns on mGage, which has the ability to reach 3.5 billion consumers.
"Working with an important brand such as National Geographic on such a worthy cause has provided a great opportunity for us to demonstrate the power and flexibility of our mGage platform," said Alex Moukas, CEO of Velti. "Combining the breadth of the platform's capabilities to engage with the power of its analytics gave the National Geographic team the ability to react swiftly, optimize on the fly and surpass performance expectations."
Velti is a leading global provider of mobile marketing and advertising technology and solutions that enable brands, advertising agencies, mobile operators and media to implement highly targeted, interactive and measurable campaigns by communicating with and engaging consumers via their mobile devices. The Velti platform, called Velti mGage, allows customers to use mobile and traditional media to reach targeted consumers, engage the consumer through the mobile Internet and applications, convert them into customers and continue to actively manage the relationship through the mobile channel. Velti is a publicly-held corporation based in Jersey, and trades on the NASDAQ Global Select Market under the symbol VELT. For more information, visit www.velti.com.
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