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SAN FRANCISCO, CA -- (Marketwired) -- 04/08/14 -- Waterfall, a mobile and social marketing platform provider, today announced that People for the Ethical Treatment of Animals (PETA) is using Waterfall's technology to power the recently announced activism initiative Cruelty Beyond Words. PETA designed the ad campaign to maintain interest, enthusiasm and participation among younger supporters through the use of realistic and vivid emojis that participants can share via text messaging. Waterfall's mobile marketing platform is at the core of this first-of-its-kind customer experience -- validating, tracking and measuring all responses and call to actions.

"Emojis quickly and efficiently express people's feelings via text, save us numerous characters on Twitter, and, now, are saving animals from cruelty too," said Steve Kehrli, Development Director, PETA Foundation. "With this campaign, PETA's supporters can immediately participate in urgent action alerts by texting the red heart emoji to 73822. Working with PETA's mobile marketing technology partner, Waterfall, PETA can track emoji entries and tailor responses and calls to actions, just like PETA does for other mobile marketing campaigns."

According to Pew Internet Research, more than 80 percent of U.S. mobile phone users send text messages -- making SMS by far the most widespread mobile application. With this ubiquity, text messaging provides an ideal platform for brands and organizations to personally engage customers and spur them to action. To increase the rate at which consumers opt in, Waterfall helped PETA deploy branded emojis as part of the end user experience. For social action specifically, the emoji character harnesses the concept of a picture being worth more than words.

"Emoji have captured the attention of consumers everywhere and become part of the mobile experience, recognized by anyone who owns a cell phone and universally spoken by everyone under the age of 30," said Matt Silk, Co-Founder and CMO, Waterfall. "PETA demonstrates how to increase personalization by augmenting a campaign with modern technology and trends, particularly as it relates to reaching a specific target audience. It's exciting to partner with a mobile marketing trendsetter like PETA to develop never-seen-before innovation."

View the Waterfall Blog to learn more about PETA's emoji-powered Cruelty Beyond Words campaign, including images of the call to action and user experience.

About Waterfall
Waterfall enables brands, agencies and technology providers to personally engage customers across SMS, MMS, Passbook, Facebook, Twitter, 2D Codes, IVR, mobile wallets, mobile coupons and push notifications. The company's mobile and social marketing platform allows clients to acquire more customers and drive repeat visits with higher purchase values using intuitive tools for interactive customer dialogues, progressive profiling and targeting, cross platform integrations and precise ROI measurement. Clients include 7-Eleven, Anheuser-Busch, Constant Contact, Electronic Arts, Merkle, NASA, Southwest Airlines, the U.S. Army and Yum! Brands. Founded in 2005 and backed by Vista Equity Partners, Waterfall is headquartered in SOMA, San Francisco, with regional offices in Downtown Austin. For more information, please visit waterfall.com.