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Waterfall’s longtime client and partner in creativity, PETA, has been named a finalist in the mobile innovation category for Direct Marketing News’ 2015 Marketing & Tech Innovation Awards. The awards recognize the most creative campaigns that use data and marketing technology to achieve exceptional results. PETA’s imaginative campaign, Beyond Words, tells the story of animal cruelty by using emojis to connect with an audience of tech-savvy Millennials whose attention span is often limited to 160 characters or less.

At a ceremony in New York City last October, PETA + Waterfall took home the Mobile Marketing Association’s Smartie Award for Creativity and Effectiveness in Mobile Marketing. By using different mobile interactions such as emojis, MMS and targeted SMS messages, PETA makes it extremely simple for supporters to take action and stand up for their beliefs. To learn more about PETA’s innovative use of mobile marketing, check out their recent campaign below:

Stay tuned, folks; the winner for the Direct Marketing News’ 2015 Marketing & Tech Innovation Awards will be announced January 29, 2015.

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