Million-2-1, a provider of online and mobile phone competitions and lotteries, partnered with Manchester Evening News for a fundraising campaign benefiting the Manchester United Foundation, which works to motivate youth.
The charity game, based on Million-2-1’s SMS reverse auction mechanic, HowLo?, allows participants to enter by text messaging via mobile device to guess what the lowest value of a Million-2-1 shortcode for any given prize. Whoever holds the lowest unique bid after a period of time will be declared a winner.
"It is fantastic to be involved in a local charity project like this," said Chris Sheffield, CEO at Manchester-based Million-2-1. "We are helping to knit together a massive and loyal fan base in Manchester United with a charity that makes a real difference to people's lives."