Kellogg's, McDonald's Get Mobile with AT&T Wireless

  |  June 22, 2004   |  Comments

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.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Janis Mara

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...