Ford uses SMS as competition response channel

Revolution Magazine reports about a new competition from Ford to promote their KA brand (via Adverblog):
Launching this month, a range of postcards will be sent to consumers with unique SMS codes on them. Individuals should text in the code to enter a grand prize draw. The winner gets a shopping spree in New York. (...)

Usha Raghavachari, Ford Ka brand manager, said: "We wanted to introduce SMS as a direct response mechanism for this campaign as we feel it gives our target audience a new and easy way to interact with us. The immediacy and high response rates we are expecting from this campaign made it an easy decision to use the mobile channel." (...)
SMS is really a great response channel for direct marketing campaigns. Especially because it is easy to use and helps people to answer very spontaneously.

Related article: Premium SMS successfully used for TV-Station Campaign