Some very exciting news.

Waterfall Mobile, along with Participant Media, is being honored with an Adweek “Buzz Award” for the mobile activism campaign Waterfall and Participant created for the Oscar-winning documentary “The Cove.”

The Buzz Awards honor the best in brand/media integration for innovative campaigns that catch fire and invade pop culture.

Waterfall will be included in the May 3, 2010 Buzz Awards special section that will run in print in that week’s issues of Adweek, Brandweek and Mediaweek.  The coverage will also appear online at www.adweek.com.

As you may already be aware, Waterfall Mobile powers the mobile activism campaign for “The Cove,” a hard-hitting film from Participant Media, the company behind “An Inconvenient Truth,” “Syriana,” and “Charlie Wilson’s War.”

This already successful campaign went truly viral on Oscar night, after one of the filmmakers held up a sign emblazoned with the mobile call-to-action during the telecast.  After an initial spike in text-ins to the “Cove” list, new subscriptions grew substantially during the hours after the telecast – due to an impromptu grassroots digital activism campaign that took place on Twitter and other social media platforms.

In the days that followed, “Text DOLPHIN to 44144” received tens of thousands of tweets, retweets, Facebook mentions, blog posts and mainstream media stories.  The list is now well over 90,000 members strong.

You can see a complete list of Buzz Award winners here.