Poverty nonprofit Oxfam America is using location-based mobile marketing to reach consumers this holiday season in an effort to reach shoppers at times when they are most likely to donate.
Working with location-based marketing firm xAd, the campaign will target people near Oxfam’s out-of-home media placements at PATH stations in New York and New Jersey, bus stations, airports, grocery stores that carry magazines with the organization’s print ads, malls, and shopping centers.
The campaign will run from late November until the end of December and will focus on large markets including Chicago, Seattle, and Philadelphia.
Monica Ho, head of marketing at xAd, said: “xAd is proud to give back to worthy organizations like Oxfam America to help people live better lives all around the world. By knowing where a person is, xAd understands a consumer’s current mindset. With real-time location data and technology, xAd can help Oxfam America identify and activate key audiences when they are most likely to give.”
Over the past ten years, Oxfam Unwrapped – the name of the charity’s online gift-giving division – has raised $130m for families and communities in need around the world.
Oxfam America and xAd worked together earlier this year following the deadly earthquakes in Nepal, raising $10,000 for emergency shelter.