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AT&T Wireless Teams with Kellogg, McDonald's

Jul 29, 2004

AT&T Wireless joined with McDonald's and Kellogg to kick off separate promotions to spread the popularity of text messaging.

Starting in late June, about 80 million Kellogg cereal and snack boxes will feature a sweepstakes promotion. AT&T Wireless users can text in their sweeps entry by sending the word "win" to the number 9292 until Sept. 5, according to BrandWeek. A grand prize winner will get a Mazda MPV minivan customized to resemble the Scooby Doo Mystery Machine. Subscribers also can play the Cartoon Network text messaging trivia game that appears on boxes by sending the word “play" to the number 8282. No prizes are awarded in that effort.

AT&T also is working with McDonald's in a program that includes messaging on 250 million McDonald's bags. Take-out bags will feature an Olympics-related trivia game. AT&T Wireless customers are encouraged to answer the questions using their text messaging feature. No prizes are awarded in that sweepstakes. "It's pure trivia," an AT&T rep told BrandWeek.