Think Customers: The 1to1 Blog

The song Legend played is called "Show Me." It's about "the state of the world and the individual's role in making the world better," according to Legend's website. While playing the song's prelude, Legend told the audience about the Show Me Campaign (http://www.showmecampaign.org), which he cofounded to help in the fight "to end poverty through sustainable development at the individual, family, and community levels."

Images flashed on the screen behind him of people from the village of Mbola, Tanzania, where the Show Me Campaign, Dr. Jeffrey Sachs, and Millennium Promise are working with residents on finding long-term solutions to ensure clean water, improved health care and education, and higher-yielding agriculture, as well as Internet connectivity.

Then he asked his fans to support the campaign's efforts by making a $5 donation. He said, "Just take out your cell phones and text "showme" to 20222. It's that easy." (It was that easy. It was also a double opt-in.)

Think about it: Legend has been on a world tour, playing to thousands of adoring fans. He has the perfect opportunity to capture fans' enthusiasm for him and his music and ask them to work with him on a cause that's vitally important to him. And by using SMS, he and the Show Me Campaign made it simple to do so--in the moment.

Imagine the results. And imagine the impact.