We chose famous quotations and then re-wrote them as badly as possible. Examples : My hart iz eva @ yer servix. Shakspur. (My heart is ever at your service. William Shakespeare). Cum in2 da gardn, Mawd, I m here @ da g8 a lone. Lord Al-T.(Come into the garden, Maud, I am here at the gate alone ; Lord Alfred Tennyson)These SMS were sent exactly like ordinary SMS. This made the conclusion ( Some texts deserve better than a text, send « pen » and win a Pilot ) more surprising.

> More than 200,000 people targeted in Europe.> 98% of them exposed to the brand.> 15% have benefited from the promotional offer from the brand due to the contest developed.