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SINCE LAUNCHING ITS MY CIRCLE CAMPAIGN  in 2006 Alltel  Wireless has executed nine My Circle-themed consumer sweepstakes programs and has given away more than $1 million in prize packages. The brand’s eighth contest—the My Circle Pick & Roll Challenge—kicked off earlier this year. To enter consumers logged on to social networking website fanu.com to play weekly pick ’em games. Savvy basketball fans earned points for their hoops smarts.

Stop into McDonald's on a Saturday afternoon in suburban Chicago and you may happen upon Mary Dillon and her four kids grabbing a quick bite. The company’s executive vp and global cmo eats there several times a week—and sometimes twice on Saturdays. And not just because of the discount. As a busy mom with a demanding career who is also a triathlete Dillon says she appreciates the convenience the value and quality of McDonald’s meals especially the newer healthy options such as all-white meat nuggets and apple dippers.

DARWIN TELLS US that only species with the ability to adapt to environmental changes can compete and ultimately survive. You ain’t just whistling Dixie Charlie. The mobile marketer’s world has changed dramatically in one short year. We don’t need to tell you why. But it’s more than just $4 gas that’s changing the mobile picture. It’s also the need for deeper connections with consumers. The marketers who succeed will be those who can adapt to a changing paradigm.

To get consumers psyched about its Summer Rocks Festival Tour Dell recently blanketed popular recreational spots across the country with a giant beach towel. Made up of individual soft bamboo material towels the 35-by-60-foot giant towel was reminiscent of a checkerboard with hundreds of colors.

Bravo TV has launched Top Chef: The Tour a grassroots mobile experience that has many of the contestants from the reality show out on cooking demos and meet-and-greets with fans around the country. The tour launched in late June with stops will draw to a close in New York City in early October.