AT&T Wireless & McDonald’s Serve Up Text Messaging.

AT&T Wireless and McDonald’s are feeding into the text messaging craze as the companies launch the largest on-packaging, text messaging promotion in U.S. history.

Beginning this week, more than 250 million McDonald’s to-go bags will prominently feature an Olympic-related trivia game, exclusively available to AT&T Wireless text messaging users. AT&T Wireless customers can test their Olympic IQ by using the text messaging feature on their wireless phones to answer the questions. This marks the largest-scale text promotion of its kind in the U.S. and further extends McDonald’s official sponsorship of the 2004 Olympic Games and AT&T Wireless’ sponsorship of the 2004 U.S. Olympic Team. Unlike other promotional games with multiple entry options, the only way for consumers to play the Olympic Trivia game is via AT&T Wireless text messaging service.

“After teaching America how to send text messages through our sponsorship of ‘AMERICAN IDOL’ on FOX, we’re turning our focus from prime time to meal time, and leading the evolution of mobile marketing in this country,” said Glenice Maclellan, vice president of messaging services for AT&T Wireless Mobile Multimedia Services. “McDonald’s, a leading innovator of convenience, recognizes how enjoyable it can be for its customers to instantly play a game or enter a contest using the mobile phone they carry with them every day. Text messaging offers unmatched immediacy and ease of use, turning the small screen on wireless phones into a powerful marketing tool.”

“This promotion is the latest example of how McDonald’s is offering its customers new and innovative opportunities to connect with the brand,” said Karlin Lindhardt, Senior Director, McDonald’s US Marketing. “We are proud to team with AT&T Wireless to bring the Olympic sponsorship to life and our overall Olympic spirit to our customers in a fun and convenient way.”