• February 28, 2009

It's March, which means college basketball time. AT&T has jumped into the March Madness promotional ring with a new promotion "AT&T Action on Your Phone."

As part of the promotion, fans can join a mobile alert list and enter a chance to win tickets to the Final Four tournament. One registrant will win round-trip airfare, hotel accommodations and two tickets to the games in Detroit.

There is no planned media buy behind the program, per the company. Instead, it will rely heavily on the teams to promote it at basketball games, on team Web sites and Facebook sites, and live drops during radio broadcasts, as well as reaching out to current subscribers on the team-specific text alerts that AT&T does. And, it will be promoted in AT&T stores.--Aaron Baar