Million-2-1 partners with the Manchester Evening News to raise funds for the Manchester United Foundation
HowLo? reverse auctions for exclusive Manchester United prizes to drive charity revenues
Left to right: United goalkeeper Tomasz Kuszczak, Million-2-1's Sophie Gane, United players Owen Hargreaves & Patrice Evra & Chief Executive of the Manchester United Foundation John Shiels.
28 July 2008: Million-2-1, the UK's leading provider of interactive competitions, lotteries and SMS games, today announced that it has secured a season-long deal, in partnership with the Manchester Evening News, to provide the Manchester United Foundation with a fundraising promotional campaign based on its SMS reverse auction mechanic, HowLo?
HowLo? takes the concept of an auction and turns it on its head. Participants are invited to use their mobile phone to text in what they think will be the lowest value to a Million-2-1 shortcode for any given prize, with winner being whoever holds the lowest unique bid after a given period of time.
The promotion will be run in conjunction with Manchester's local newspaper, the Manchester Evening News, with the weekly auctions for prizes such as tickets to every Manchester United home match, TV's and signed Manchester United merchandise, being promoted in the paper and also on Channel M.
The Manchester United Foundation, formed in 2006, exists to educate, motivate and inspire young people to build a better life for themselves and improve the communities they live in. The Foundation delivers football coaching, skills training, personal development and life changing experiences, providing young people with opportunities to change their lives for the better.
John Shiels, CEO, of the Manchester United Foundation said: "The majority of our work at the Foundation is about supporting and developing young people in communities near Old Trafford; children and young adults from Manchester, Salford and Trafford. So to have a real Manchester institution like the Manchester Evening News and an innovative Manchester-based company like Million-2-1 backing us makes us especially proud."
Chris Sheffield, CEO at Million 2-1 said: "It is fantastic to be involved in a local charity project like this not least because we are helping to knit together a massive and loyal fan base in Manchester United with a charity that makes a real difference to peoples' lives."