A few months ago, I registered with McDonald's online after entering a sweepstakes on my cell phone with a short code. Since then, I have been receiving emails for which I opted in. They have been pretty hit or miss in terms of leveraging the fact that they sourced me from the mobile channel. Since launching their Monopoly Best Chance Game, they have been sending me emails about once a week to update me on current prizes. About a month ago, there were ring tones. Now there are Jamdat games. Finally they hit the market with matching email content – whether intended or not – to channel.