As readers of this blog already know, Waterfall Mobile worked with Participant Media/TakePart – the studio behind terrific, socially relevant films like “An Inconvenient Truth,” “Charlie Wilson’s War,” “Syriana,” and “Good Night, And Good Luck” – to create a mobile activism campaign for the Oscar-winning documentary “The Cove.”

The campaign was and continues to be a huge success, and Waterfall Mobile’s work with “The Cove” is a great example of converting viewer interest into social action.  That’s why we’re going to share the full case study with Mobile Demystified readers.

The campaign objectives included:

• Build a mobile subscriber list
• Engage viewers before they leave the theater
• Get people to sign a petition in support of closing the cove in Japan
• Stop the slaughtering of more than 20,000 dolphins and porpoises
• Prove mobile to be a viable option in driving activism

The highlights of the successful campaign include:

• High conversion rate during the first weekend of domestic release with a 9 percent opt-in rate of moviegoers
• Adding tens of thousands of subscribers to its mobile list (and it’s still growing)
• Proving mobile is a viable platform for TakePart/Participant Media to get its messages out

It’s quite a tale, and you can download the full case study here.

And if you’d like to learn how you can help the cause, visit http://www.takepart.com/thecove/ or text DOLPHIN to 44144.