This Axe ad from Uruguay is the best mobile "send SMS and get something" implementation I've seen. Send a text message after dark to a phone number listed on the ad, and you'll get the missing fragment of the picture. Good teaser, meaningful payback. Very smart.

 

Original Post: http://adverlab.blogspot.com/2009/10/send-sms-to-complete-this-ad.html  

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