Advertising Agency Ogilvy, in a European first, has launched a new ad campaign for the Ford Fiesta, combining interactive billboards with SMS.

In several major cities of Belgium, young people are staring up at a huge Ford Fiesta billboard - visually similar to the TV pinball machine commercial - while texting on their mobile phones.

Each passer-by can try their hand at winning a Ford Fiesta by sending an SMS with his/her first name to a short code and indicating the code on the billboard. The billboard then responds to this SMS; displaying an “encouragment to continue” message adressed to the person, and sends him/her another SMS with a question. If he or she answers correctly, the billboard reacts like a winning pinball machine and he/she is entitled to an “extra ball” meaning he/she will be included in the draw for a winner. For every incorrect answer sent by text message, the pinball machine displays a “tilt”.

The fiestafun website allows anyone to check on the progress of the game or find out where exactly these billboards are located.

via Trends.be

[Smart Mobs]

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