Hasta La Creative!

As technological capabilities expand, so do ideas…or vice versa. In either case, we seem to witness ideas that break the “traditional mold” on a regular basis. Cellufun, a mobile social gaming community, is launching the first Public Service Announcement (PSA) campaign over a mobile, or cellular, network. It is an idea that breaks conceptual boundaries.

Known as “The World’s Mobile Playground, Cellufun is teaming with the American Society for the Prevention of Cruelty to Animals (ASPCA) and the Christopher & Dana Reeve Foundation and will feature in-game advertising as well as user-donation opportunities to the two charities via their mobile phone.

Cellufun is a virtual world where people are able to meet, play games, and shop…all via cellular phone. Available on any phone with a data plan, consumers are able to access Cellufun globally. Cellufun partners with diverse mobile operators and media companies to deliver entertainment and mobile marketing solutions.

Cellufun mobile clients will be able to purchase Superman Tags for their online avatars; profits from the tags will go to the Christopher & Dana Reeve Foundation.

“We think this is a fantastic opportunity to extend our presence into the mobile space,” said Peter T. Wilderotter, president and CEO of the Christopher & Dana Reeve Foundation. “This is a unique chance to be part of a robust online community where people can show their support for our real-world efforts by purchasing an item in their favorite virtual world.”

There are currently 7 million-plus users of Cellufun, spending an average 7 hours per month connecting with friends, playing games, and shopping for virtual products. On average an active user will be on Cellufun nearly 7 hours each month, which equates to more than 220 million monthly impressions.

The ASPCA ads will be featured in “pet games and activities,” with a company-estimated value of $10,000 per month in free advertising.

“We are thrilled to be partnering with Cellufun for this unique campaign” said Jo Sullivan, Executive Vice President of External Affairs for the ASPCA. “By bringing the ASPCA straight to the mobile devices of millions of users, we will be able to dramatically increase awareness of our mission and the vital work we do every day to save animals’ lives.”

By introducing the world’s first mobile PSA campaign, Cellufun hopes to raise awareness and secure donations from its users for worthwhile charitable endeavors. With a large user base, the company hopes to help non-profits reach a wider audience by bringing them into the mobile medium.

“Cellufun’s social games—such as Mobile Pet Online and Cellufun Farming—provide not only entertainment, but the perfect venue for raising social awareness by partnering with leading charities and non-profits,” said Neil Edwards, chief executive officer of Cellufun.

The company plans to expand the first-ever mobile PSA campaign to include other charities in the near future.

Jeff Louis: Strategic Media Planner, Brand Project Manager, writer and blogger can be reached by leaving a comment or on Twitter and LinkedIn.