In Belgium, the new Ford Fiesta promotional campaign by Ogilvy features promotional posters reacting to the SMS sent by the passer-by.
Mobile phone users send an SMS with their name and the code of the poster. Tadaaaa: this message is immediately displayed on the poster along with a «motivating message». The user then is asked a question, via SMS. If he answers correctly, the poster reacts and the player receives an «extra ball» allowing him to participate to the final lottery. A Website allow players to follow the game.
The campaign runs till mid-August (mmh, another reason to take the plane and give a kiss to my dear mum!)