The American Society for the Prevention of Cruelty to Animals is continuing its mobile strategy with the launch of a mobile site meant to help our furry friends.

Powered by Punchkick Interactive, the ASPCA's mobile site aims to increase the organization's visibility amongst on-the-go consumers. The custom mobile Web site for the ASPCA will feature content specially tailored for mobile-phone Web browsing.

"The strategy here is that the ASPCA wanted to have an on-the-go resource for people to get pet care tips, shelter locations and the ability for people to make donations via their credit cards through an online transaction right from the palm of their hands," said Zak Dabbas, managing partner at Punchkick Interactive, Chicago.

"This is basically an extension of their Web presence into the mobile space," he said.

Punchkick Interactive focuses exclusively on mobile marketing. The company is known for creating, mobile-optimized Web sites, text-message campaigns and custom mobile software.

The ASPCA was the first humane organization in the United States. Its mission is "to provide effective means for the prevention of cruelty to animals throughout the U.S."

In July, the ASPCA teamed up with Cellufun for a mobile public service announcement campaign.

The public service campaign will feature free in-game advertising, as well as mobile donation opportunities in which users can donate money to the charities via their mobile phones (see story).

Along with their free in-game advertising, the ASPCA has been successful at converting standard-alert subscribers to donors using SMS.

The ASPCA already offers free cat and dog tips to mobile users who opt-in by sending a text message with the keywords CAT or DOG to short code 27722. At the bottom of the ASPCA's SMS alerts, it asks subscribers to reply with the keyword GIVE to make a $5 donation (see story).

Punchkick has previously worked with Motel 6 to launch a mobile marketing campaign to influence the buying behavior of Hispanics who are traveling.

The budget motel franchise aired regional radio ads asking traveling listeners to text MOTEL6 to 95495 to get a schedule of events for their destination city (see story).

"I think that a lot of clients are realizing that mobile is a great way to reach your audience," Mr. Dabbas said. "There are a lot of benefits in mobile and it gives brands the ability to have an additional touch point to reach consumers."

"The ASPCA is targeting people who are on the go and not in front of the computer," he said.