Waterfall Mobile and Participant Media/TakePart Named Winners of 2010 Adweek Buzz Award

Oscar-winning Documentary 'The Cove' Mobile Campaign
Named 'Wireless Promotions Winner'

Online PR News – 08-April-2010 – – San Francisco, CA – Waterfall Mobile, the leader in digital messaging and CRM software, has been selected as a winner of the 'Wireless Promotions' Adweek 2010 Buzz Award. Waterfall, along with client Participant Media/TakePart, will receive the honor for the digital activism campaign 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. As the winner, the campaign will be featured in the May 3, 2010 Buzz Awards special section that will run in Adweek, Brandweek and Mediaweek. The coverage will also appear online at www.adweek.com.

Waterfall Mobile helped conceive and powered the mobile activism campaign for 'The Cove,' a hard-hitting film from Roadside Attractions, Lionsgate and Participant Media about the slaughter of dolphins in a secret cove in Tajii, Japan.

The already successful campaign went viral on Oscar night, after one of the filmmakers held up a sign emblazoned with the 'Text DOLPHIN to 44144' call-to-action during the telecast. After an initial spike in subscriptions to the 'Cove' mobile list, new subscriptions grew substantially during the hours after the telecast. The continued growth was spurred on by a grassroots digital activism campaign that thrived 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.

“We are beyond thrilled to have won the Adweek Buzz Award for this extremely important campaign and cause,” said Matthew Sechrest, CEO, Waterfall Mobile. “The response we had from 'The Cove' is a true validation of the mobile platform’s ability to incite activism. This is a great honor and we look forward to helping Participant and our other customers create equally as innovative and compelling campaigns in the future.”

A list of finalists can be found on The Buzz Awards Websites at: http://www.adweekbuzz.com/.

To sign up for 'The Cove’s' mobile subscriber list, text DOLPHIN to 44144.

About Waterfall Mobile
Waterfall Mobile is the leader in digital messaging and CRM for enterprises. The company’s products, Msgme and AlertU, have revolutionized the way companies manage communications with their end users. The Msgme platform empowers carriers, brands, agencies and technology companies to manage digital messaging and subscribers across mobile and social channels, including SMS, MMS, mobile apps, voice, Facebook and Twitter. Msgme enhances these channels by coupling seamless integration of mobile web, video, coupons and QR codes, with direct targeting tools such as location, demographic and user preferences. Waterfall's emergency alert notification platform, AlertU, is the industry's first two-way, multichannel notification system serving as a critical component of the emergency communications infrastructure for over 2 million individuals.

Waterfall’s customers include Anheuser-Busch, Nokia, Ubisoft, Constant Contact, iconmobile, Phonevalley, Participant Media, and the California Community College system. Backed by Vista Equity Partners, Waterfall is headquartered in San Francisco with sales offices in New York, Los Angeles and Austin. For more information, please visit www.waterfallmobile.com.

About Participant Media
Participant Media is a Los Angeles-based entertainment company that focuses on socially relevant, commercially viable feature films, documentaries and television, as well as publishing and digital media. Participant Media is headed by CEO Jim Berk and was founded in 2004 by philanthropist Jeff Skoll, who serves as Chairman. Ricky Strauss is President.

Participant exists to tell compelling, entertaining stories that bring to the forefront real issues that shape our lives. For each of its projects, Participant creates extensive social action and advocacy programs which provide ideas and tools to transform the impact of the media experience into individual and community action. Participant’s films include The Kite Runner, Charlie Wilson’s War, Darfur Now, An Inconvenient Truth, Good Night and Good Luck., Syriana, Standard Operating Procedure, The Visitor, The Soloist, Food, Inc., The Informant! and The Crazies.

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