McDonald's is using cell phone technology to promote its restaurants,

McDonald's is using cell phone technology to promote its Tulsa, Okla.-area restaurants, whose up-to-the-minute bells and whistles include wireless Internet, cashless technology, and plasma-screen TVs. As part of the "Mobile Whoa" campaign, through the end of April, customers in northeastern Oklahoma can participate in a mobile scavenger hunt, get a mobile coupon and post photos in a camera phone and Web site picture gallery. The scavenger hunt starts when customers text-message a specific code or register online at a microsite for the promotion. Customers then receive a series of clues via text messages. Besides the coupons for free fries with the purchase of a Big Mac, there's another plus: all customers who submit a photo to the picture gallery will receive a code on their phone to download a free ringtone or wallpaper. The technology for the campaign was designed by Gamut Industries, a mobile marketing company, with media strategy and promotion designed by Moroch Partners.