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maccasAs part of the “Whoa!” campaign in northeastern Oklahoma, McDonald’s is giving away free ring tones or phone wallpapers to consumers who submit a photo to the picture gallery of this microsite.

In addition to wireless Internet, cashless technology, and plasma-screen TVs, McDonalds is running a mobile scavenger hunt. Consumers register online and receive clues via text messages. There is even coupons for free fries with the purchase of a Big Mac.

Perspective: I think mobile coupons are going to become a growth area in promotional campaigns. Perhaps as an alternative to ring tones or wallpapers, some companies could consider offering content related to their brand. For example, Nike’s Runlondon site could offer a mobile version of the running routes, Health related brands could offer a personal fitness trainer. Once mapping becomes more maintstream we will start to see some interesting mashups and this will provide a great mechanic for brands to engage with their consumers.