Coke, Toyota, McDonald's test mobile advertising: market potential questioned. (Focus: Wireless Internet Advertising).

RCR Wireless News, November, 2002 by Dano, Mike

"How do you know when you've been in college too long? When your major is in procrastination!" Although the merits of the previous bit of comedy are debatable, its place in wireless is fairly significant. The question-and-answer offering played the starring role in one of the first wireless marketing campaigns using packaged goods in the United States.

It represents just part of the wide range of possibilities in the wireless advertising space, a business that is still very much in its infancy and one whose potential is still very much unclear. The college question was posed on select cans of Diet Coke sold to college students. To discover the hilarious answer, drinkers were encouraged to send a text message to a number printed on the can. After...

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