Cheerios brand leveraged SMS to help drive mobile donations for its Spoonful’s of Stories program.

 

The campaign asked consumers to donate to the organization First Book, which provides low-income families and schools with books and educational resources.

Additionally, for each mobile donation made, publisher Simon & Schuster Children’s Publishing matched the donations up to 50,000 books.

Through the initiative, consumers were encouraged to text the keyword Books2Kids to the short code 20222. Then, users received a text message back confirming their donation of $5, which was billed to their carrier bill.