mLearning: Mobile Learning and Performance in the Palm of Your Hand

Need/Opportunity

In July 2004, ALLTEL’s wireless data revenue was only $6 million per month, significantly less than the industry average. The company sought to improve this figure and capitalize on the fact that Super Bowl XXXIX would be held at ALLTEL Stadium in Jacksonville, Florida.

In February 2005, ALLTEL’s marketing department created a consumer sweepstakes in which customers registered to win one of five trips to the Super Bowl and $1 million each time they sent a text or picture message or downloaded a ring tone or game application. The challenge presented to the company’s corporate communications department was to create an employee campaign to engage employees in text messaging and involve them in the largest consumer campaign in the ...