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Cellufun Launches World's First Mobile Public Service Announcement Campaign
Jul 28, 2009 (12:07 PM EDT)

NEW YORK, July 28 /PRNewswire/ -- Cellufun, the mobile social gaming community known as "The World's Mobile Playground," announced it is launching the world's first mobile public service announcement campaign with the American Society for the Prevention of Cruelty to Animals(R) (ASPCA(R)) and the Christopher & Dana Reeve Foundation. The campaign will feature free in-game advertising, as well as mobile donation opportunities in which users can donate money to the charities over their mobile phones.

In conjunction with the Christopher & Dana Reeve Foundation, Cellufun mobile users will have the opportunity to purchase virtual Superman Tags to personalize their online avatars. Cellufun will donate proceeds from the virtual tag sales to the Christopher & Dana Reeve Foundation.

"We think this is a fantastic opportunity to extend our presence into the mobile space," said Peter T. Wilderotter, president and CEO of the Christopher & Dana Reeve Foundation. "This is a unique chance to be part of a robust online community where people can show their support for our real-world efforts by purchasing an item in their favorite virtual world."

Over 7 million unique monthly mobile visitors choose to spend their personal time on Cellufun, where users play social games, connect with friends, and shop for virtual goods every day. The average active user spends more than 6.9 hours on Cellufun using his or her mobile phone each month. Cellufun users generate more than 220 million monthly impressions, making the social gaming community the perfect place for charities and advertisers to reach a highly engaged and active audience.

Cellufun will feature the ASPCA alongside its Mobile Pet games and activities. The company estimates that the advertising value of the campaign alone should be a minimum of $10,000 monthly. Over the past year, Cellufun has developed successful marketing programs for companies that have included specific tie-ins to Cellufun offerings that create relevance and increase brand interaction.

"We are thrilled to be partnering with Cellufun for this unique campaign" said Jo Sullivan, Executive Vice President of External Affairs for the ASPCA. "By bringing the ASPCA straight to the mobile devices of millions of users, we will be able to dramatically increase awareness of our mission and the vital work we do every day to save animals' lives."

By introducing the world's first mobile PSA campaign, Cellufun hopes to raise awareness and secure donations from its users for worthwhile charitable endeavors. With a large user base, the company hopes to help non-profits reach a wider audience by bringing them into the mobile medium.

"Cellufun's social games -- such as Mobile Pet Online and Cellufun Farming -- provide not only entertainment, but the perfect venue for raising social awareness by partnering with leading charities and non-profits," said Neil Edwards, chief executive officer of Cellufun.

The company plans to expand the first-ever mobile PSA campaign to include other charities in the near future.

New York-based Cellufun is a mobile virtual world where people meet, shop, and play social games. Cellufun is available on any phone with a data plan, including smart phones, with no download required. People around the world can access the Cellufun platform on any mobile network in more than 10 languages to create personal avatars, play social games, chat, shop and make new friends. Cellufun partners with mobile operators and media companies such as Verizon Wireless, MetroPCS, AOL, and Gannett to deliver branded entertainment and custom-designed mobile marketing solutions. With over 200 million monthly page views, Cellufun offers a unique brand-building opportunity for media, marketers and agencies seeking to broaden their reach to the ever-present "third screen."

SOURCE Cellufun

CONTACT: Keith Katz, Cellufun, +1-212-385-2255; Talia Mann,, or Joel Mazmanian, +1-212-843-8295, both of RubensteinPublic Relations,

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