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5th Finger, the company behind the mobile strategy for the Live Earth Concert Series, has raised $7 million from Starfish Ventures, an Australian venture capital firm. 5th Finger is based in Australia, but has a growing presence in the United States, where it will use the Series A funding to expand its operations substantially.
In addition to media, TV and real events, 5th Finger's mobile practice counts clients in beverages, pharmaceuticals and retail. North American clients include MSN Mobile, Nike, New Line Cinema and Amazon. The company is also working on mobile marketing projects with Avenue A|Razorfish, Grey, and Cadient.
The new funding comes not long after 5th Finger achieved prominence with its work for Live Earth. The mobile strategy for the Live Earth concerts, created and managed by 5th Finger, used SMS, Web and "Green Button" iTV features to recruit over 1 million "commitment" pledges for Live Earth, a charitable cause combating climate change.
The strategy was enabled by 5th Finger's "Air-Cast" platform, which offers marketers real-time reporting and analysis of mobile campaigns.
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