At first glance, Pacific Bell Wireless targeted consumers considering the purchase of cellular phone service and cellular phones; however, a closer inspection revealed a highler level of marketing. Pacific Bell Wireless partnered with Sony Electronics and Ronald McDonlad House Charities in an effort to offer a very attractive value-added promotion that would capture the interest of consumers and communitites alike. Consumers who make a $20 donation to the Ronald McDonald House Charities and signed up for a one-year service plan received a Digital PCS Phone and a free Sony Walkman. The Sony Walkman and cellualr phone were obtained in-store at the time of the transaction. This represented over a $250 value that was free when the consumer signed up for a one-year cellular service plan. Extensive in-store merchandising, TV, billboard, radio, and point-of-sale advertising supported the program.
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