BabyCenter, the Internet's #1 global interactive parenting network, wanted to use the mobile channel to extend its brand and provide an on-the-move touch point for thousands of moms. Velti and Ansible were appointed to create the BabyCenter mobile offering, catering to young and expectant Latina mothers in the U.S. (a demographic with high mobile usage and low internet penetration). The companies initially launched the campaign in 2007, and have since gone on to deliver multiple mobile services and offerings which are immensely popular.

The initial "Mama Móvil" ("Mobile Mom") campaign invited women to text their baby's due date to a short code, which was advertised online and on Johnson & Johnson's products in-store. A text provided the participant with access to the BabyCenter community so they could then receive advice, product offers relevant to the exact stage of their pregnancy, and access to conversations with other like-minded women. After the success of this campaign, BabyCenter expanded to women across the U.S., in both English and Spanish.

In addition to language, the BabyCenter audience is now broken down into other categories depending on their demographic, access to the Internet, mobile device, etc. Targeting these groups has clear challenges, with handset limitations, language issues, and low literacy rates all presenting potential obstacles for the consumer.

The mechanics of BabyCenter's current community still operate on the same basis as the original "Mama Móvil"campaign. Expectant mothers can join BabyCenter by texting in their due date after receiving the shortcode as a call to action from one of BabyCenter's advertising channel. BabyCenter can track every member's pregnancy to offer the best advice or product info relevant to her. The service also allows members to change their due date, should their circumstances change, so they receive the most contextually appropriate information or offers. They can also register their interest online, and then verify their new account with a text, or they can go directly to babycenter.mobi using a mobile device and receive a confirmation text and required response to activate the account.

BabyCenter's mobile site provides a variety of information, including a baby name-finder, tips on getting pregnant, information relevant to pregnancy week-by-week, and frequently asked questions about pregnancy. It also incorporates a useful buying guide, giving hints and tips about the products most relevant to the consumer. The success of this mobile site enabled BabyCenter to monetize its inventory, offering associated and relevant brands with the opportunity to run banner ads on the site. Brands such as Aveeno Baby, Cord Blood Registry, Johnson's Baby, Saturn, Viacord, and VW Routan have run promotions using the web site, providing members with the opportunity to opt-in for special discounted product promotions, relevant to their stage of pregnancy, by texting “BCOFFERS” to the BabyCenter short code and receiving mobile coupons in return.

In addition to the mobile internet capabilities, the Velti and Ansible solution provides comprehensive messaging and alerts services; with new members instantly being given access to messaging and alert services such as BabyCenter Tips (text 'BCTIPS' to the shortcode), which sends new parents helpful text pointers relevant to their trimester twice a week until their baby is three months old. So husbands and boyfriends don't miss out on the advice, women can also set up their mobile phone number to receive alerts as well.

The most recent addition to the BabyCenter offering is an alert service called Booty Caller, designed for women who are trying to conceive. The service – called "Mamacita" for the U.S. Spanish-speaking audience– is sponsored by First Response, a pregnancy and ovulation test maker. The service provides 18 text messages telling women when they're at their most fertile time, along with other useful advice. To sign up for the "Booty Call" service, women are asked to text “BCBC” to 44166.

The goal of the mobile program was to strengthen brand awareness and increase customer engagement through an integrated mobile marketing approach that invites consumers to engage at varying levels, and when they are on the go. There are several thousand U.S. women – and some husbands and boyfriends –using BabyCenter's mobile services, with some powerful retention and adoption rates for sponsor offers and alerts. These include: