American Cancer Society names Hipcricket mobile AOR

The American Cancer Society (ACS) has named Hipcricket its mobile AOR, the organization said March 29. The firm will work with ACS to promote the nonprofit's events and raise funds via SMS campaigns and other initiatives.

Miles Orkin, national director of Web and mobile at ACS, said the nonprofit has begun to emphasize “adding SMS as the front end on all of our integrated marketing tactics.”

Hipcricket will produce its first work for ACS this summer when the organization uses the agency's HIP 7.0 platform to coordinate communications between volunteers during Relay For Life events, said Orkin.

ACS will also work with Hipcricket to launch text alert programs during the summer to raise awareness, engagement and donations. Orkin said the SMS messages will contain general information about the organization, fundraising info and discounts for ACS products.

The nonprofit will use other marketing channels, including direct mail, TV, email and out-of-home, as opt-in platforms for its mobile initiatives, said Orkin.

He added that ACS is focusing on mobile marketing to engage with younger consumers.

“Cancer is something that you don't really think about when you're in your twenties, but it's really important for us to be present in people's minds even if they're not thinking much about it, because then as they get old they'll already know who we are,” said Orkin.

The hire was effective early this month, said Jeff Hasen, CMO of Hipcricket. He added that the business relationship “evolved” from his volunteer work with the ACS, when he consulted on the nonprofit's mobile efforts. There was no outgoing agency, and the company did not use an RFP process to search for an agency, said Orkin.