AT&T Wireless launches two separate text messaging campaigns for Kellogg's and McDonald's.
In a sign that the medium is gaining momentum, AT&T Wireless has joined forces with McDonald's and Kellogg's to market the two via text messaging in two separate campaigns.
The Kellogg's and McDonald's text messaging projects are among the first U.S. campaigns involving major companies, though such campaigns are common overseas. Interestingly, though the technology now exists for such campaigns to run across carriers, only AT&T Wireless subscribers will be able to participate via text messaging.
McDonald's will print Olympic trivia games on 250 million of its to-go bags. AT&T Wireless subscribers can answer the trivia questions via their cell phones to test their Olympic IQs. The promotion, launching now, will run through September. AT&T Wireless is a 2004 U.S. Olympic Team sponsor.
The Kellogg's deal involves text messaging promotions on 80 million cereal and snack boxes. On some boxes, a sweepstakes promotion will appear. On others, a Cartoon Network Text Messaging Trivia Game. Unlike the McDonald's promotion, non-subscribers can take part, but only via the Internet. A&T Wireless subscribers can text up to 15 sweepstakes entries a day in the sweepstakes, which also runs through September.
"Usually, the call to action for a packaged goods sweepstakes is to cut out the UPC code and mail it in," said Jeremy Pemble, AT&T spokesman. "The real value AT&T brings is that instant response you can do on a wireless phone." Pemble said that this approach is prevalent in Europe, where "you'd be hard-pressed to find a soda can or bag of chips without a call to action involving a text messaging code."
Pemble said, "We're now getting to the point where we're seeing these trends come over here. And it's not just with some small company. We're doing this in a large quantity with two of the most well-respected companies in their industries."
With this project, AT&T Wireless is building on its success with "American Idol." AT&T Wireless subscribers sent millions of text messages to the show, including fan mail, sweepstakes entries, votes and trivia game interactions, via their cell phones.
Pro Rank Tracker is a cutting-edge ranking tracking tool for keeping you up-to-date with all the latest changes in the rankings of your websites and videos.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.
October 13, 2015
1pm ET/ 10am PT
November 12, 2015