Michaels, a purveyor of crafting supplies, is launching an SMS campaign to increase the size of its customer database. The campaign plays off Earth Day with a drive to plant 10,000 trees, as mobile users are invited to text a keyword and opt-in for Michaels' SMS alerts. Whenever a customer opts-in to get the alerts, Michaels will make a donation to the Global ReLeaf program from American Forests.

Related Summaries