Exciting news today: TakePart and Participant Media just announced their latest mobile campaign – set to go live during the upcoming Sundance Film Festival.

The campaign is in support of TakePart and Participant Media’s latest film, Finding North. In a long line of brilliantly executed activist films, including Inconvenient Truth, The Cove and Waiting For “Superman, Finding North focuses on the impact of hunger in the US. The film details how hunger poses serious economic, social and cultural implications for our nation, and how exactly it can be solved once and for all: the American public just has to decide – as it has in the past – that making healthy food available and affordable is in the country’s best interests.

The film’s mobile call to action, text NORTH to 77177, will be featured just before the film’s end credits. Those that text in will receive personalized stats on hunger in their state, making the film’s widespread message relevant to each specific individual at the local level. The initial call to action will also subscribe participants for ongoing updates, where they will have multiple options and opportunities to take the film’s message a step further and push its ideas into reality.

This interactive, customer lifetime value approach to mobile marketing, similar to successful and meaningful campaigns that Participant Media/TakePart have run in the past, is one of the big reasons why Participant Media and TakePart are such leaders in the space.

Showings at the Sundance Film Festival take place from January 22 to January 28 (seats are filling up fast so hurry to get tickets if you are going to be on location). If you do see the film, or any other examples of effective film making and marketing, we would love to hear from you via the comments below.

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