The Good Belly Project Turns to Mobile to Help End Famine in Africa

GOAL

Leverage mobile as part of an integrated marketing campaign to raise awareness around the charitable Good Belly initiative.

SUMMARY

Mobile-Focused

The Good Belly Project encourages consumers to go to select Boston-based restaurants and use their mobile devices to take a picture of their food with the popular Instagram app. When a consumer then shares their photo on Twitter with the official Good Belly hashtag, the restaurant donates $1 towards ending hunger in East Africa.

Exclusive Mobile Partner

To drive awareness around the initiative, Good Belly, and Boston-based ad agency Mullen, selected Millennial Media as the exclusive mobile media partner.

Location

To maximize the effectiveness of the campaign, Millennial Media implemented various targeting
parameters, including location based targeting, to reach Boston-based consumers and encourage
participation in the initiative.

Cause Marketing Experience

Millennial Media is an industry leader in mobile cause marketing, having run numerous past campaigns with the US Census, Hope for Haiti, Breast Cancer Awareness, Hopenhagen Climate Change, etc.

The Good Belly Project is centered around mobile, so when promoting the initiative, mobile advertising was a perfect channel to raise awareness. As our exclusive mobile partner, Millennial Media played a key role in helping us get the word out around this important  charitable project.

Brenna Hanly – Mobile Catalyst at Mullen