Case Study: People's Climate March achieves 400,000+ attendees and real-time mobilization with Upland Software's Mobile Messaging

People’s Climate March - Customer Case Study

People’s Climate March, organizing a major demonstration in New York City during the UN Climate Summit in September 2014, needed a flexible mobile communication platform to recruit, inform and coordinate supporters before, during and after the event. Their goals were to mobilize influential promoters, prepare and direct participants, enable easy sharing, manage crowds in real time, and capture contact information for follow-up.

Using Upland Mobile Messaging SMS, they promoted a text call-to-action through concerts, film screenings, social media, posters and web forms, gaining more than 20,000 subscribers in three months. The campaign segmented messages by location, used a Tell-a-Friend feature (30% acceptance, 2.5% of total signups), delivered real-time directions and coordinated a mass moment of silence on the day, and followed up by thanking attendees and collecting emails — contributing to a turnout of over 400,000 and ongoing engagement after the march.

People’s Climate March