updated 3/25/2011 3:17:35 PM ET 2011-03-25T19:17:35

LOS ANGELES, March 25, 2011 (GLOBE NEWSWIRE) -- edRover, the nation's first location-based mobile application for school fundraising, took the top prize in the "Social Good" category of AT&T's sixth annual "Open Call – Apps for All!" competition. One winner in each of the four categories received $10,000 and exclusive marketing opportunities with AT&T.

edRover, which is expected to become available for free from the iTunes App Store in the coming weeks, was developed by veteran mobile marketer Tania Mulry. A mother of three school-age boys, Tania became frustrated by the devastating financial cuts to schools and knew there had to be a better way to connect businesses with education. Nearly one year ago, she formulated the idea for edRover and began implementing the resources to make it a reality.

More than 80 contestants participated in this year's AT&T Open Call challenge, which is designed to identify the country's most innovative wireless applications. Each competitor made a presentation before a panel of judges during the International CTIA WIRELESS® show in Orlando, FL.

"I am ecstatic about this recognition and excited about the opportunity to bring edRover to AT&T's customers," said Mulry. "edRover offers a fun and friendly solution to the age old problem of getting educators the supplies they desperately need."

The edRover application is simple to use. Once downloaded, consumers can use it to make purchases from participating online retailers as well as check-in at locations throughout their communities. Every purchase or check-in results in funds being directed to fund educational supplies for the teacher or school of their choice.

Any business can have its location included in edRover or can sponsor check-ins at community locations like schools, museums, libraries, parks and other landmarks by becoming an edRover sponsor. Nearly 80 percent of consumers choose brands that support a cause. edRover allows businesses to support education, a cause about which families are passionate.

"Any parent will tell you that they do not like traditional school fundraising, but 80 percent will participate because they know schools need the money," said Mulry. "edRover aligns the parents' goals to support schools with businesses' objective to attract customers with schools' missions to educate our nation's children."

About edRover

edRover is an award-winning mobile application that aligns businesses' marketing goals with parent's dedication to their children's education and to schools' fundraising needs. The location-aware app provides a directory of caring businesses that support schools and in turn drives parents, teens and educators to those businesses. Through its partnership with ClassWish.org, parents can select the school or specific educator's wish list to which to direct the funds they generate by making purchases or check into participating stores, restaurants and other community locations using edRover. More information can be found at http://www.edrover.com , on Facebook or on Twitter.

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Carol Stevenson 

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The following pictures are available for download:

[Image] edRover

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