ROGERS AT&T WIRELESS PROMOTES ID WIRELESS
By Adnews Staff
Rogers AT&T Wireless is aiming to generate awareness of its new iD Wireless product among Canadian youth with a number of promotional campaigns. Rogers created the cell phone package, which targets the 12- to 24-year-old age group, last month. Each of the campaigns are designed to play on the "iD" theme. The first, a contest called iD Me, will become a regular feature on the iD Wireless Web site at <http://www.my-id.com>. Initially running until April 30, the contest asks players to answer a trivia question. A random draw from all the correct responses will result in three players winning a Nomad MP3 Jukebox. Rogers' second campaign is a joint promotion with What! Magazine, a youth publication distributed in schools across Canada. The "Me and My iD" contest asks participants to send in a poem, short story, video or painting that expresses their unique "iD." This contest, which runs until May 30, is being promoted in the April and June issues of What!, with banners ads on the What! Web site and with in-school posters. Materials are also being distributed to school principals, English teachers and student council presidents. The grand prize is a $10,000 scholarship towards the university or college of the winner's choice, as well as $1,000 for the winner's school's arts program and an iD Wireless phone package.