First PETA Mobile Initiative will be “Elephants Never Forget” Campaign

Online PR News – 22-July-2010 – – San Francisco, CA – Waterfall Mobile, the leader in digital messaging and CRM software, today announced a deal to provide mobile messaging and other services to People for the Ethical Treatment of Animals (PETA), the largest animal rights organization in the world, with more than 2 million members and supporters worldwide.

Under the new agreement, Waterfall Mobile’s Msgme platform will empower PETA to build mobile subscriber lists and otherwise inspire mobile and digital activism.

PETA recently launched a campaign called “Elephants Never Forget,” to run in conjunction with Vans Warped Tour 2010. PETA’s goal with the campaign, which aims to maximize visibility at stops on the national tour, is to remind concert-goers that elephants never forget the beatings and isolation that they suffer at the hands of the circus.

Individuals can sign up for “Elephants Never Forget” campaign information by texting NEVER to 73822 (PETA2). Those who text in will also be subscribed to mobile list for peta2—PETA’s youth division—and will be prompted to visit the PETA tent at the Warped Tour to pick up a free prize. (Standard messaging and data rates may apply.)

“Through our new partnership with Waterfall Mobile, we have a brand-new and effective tool in our campaign to raise awareness about the routine abuse of elephants and other animals in circuses,” says PETA Director of Marketing Joel Bartlett. “The digital messages we'll be sending using Msgme technology will make one thing very clear: If you care about animals, the last place you should go is to the circus."

“Mobile is an invaluable platform for inspiring digital activism and getting people informed and engaged,” said Matt Silk, SVP of Waterfall Mobile. “We are excited to give PETA the tools to deliver its message to a laser-targeted demographic of young music fans at the Vans Warped Tour, and for its future initiatives.”

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, Guthy-Renker, PETA, Roc Nation, WPP, Publicis, Participant Media, and the California Community College system. Backed by Vista Equity Partners, Waterfall is headquartered in San Francisco with offices in New York, Los Angeles and Austin. For more information, please visit

About PETA
People for the Ethical Treatment of Animals (PETA), with more than 2 million members and supporters, is the largest animal rights organization in the world.

PETA focuses its attention on the four areas in which the largest numbers of animals suffer the most intensely for the longest periods of time: on factory farms, in laboratories, in the clothing trade, and in the entertainment industry. We also work on a variety of other issues, including the cruel killing of beavers, birds and other "pests," and the abuse of backyard dogs.

PETA works through public education, cruelty investigations, research, animal rescue, legislation, special events, celebrity involvement, and protest campaigns.