Innovative use of SMS in Marketing a Deodorant

This is certainly an innovative use of SMS as a a marketing teaser, only mildly related to the product. Spotted about on Gizmodo:

To launch a new deodorant in Uruguay, the Lowe Ginkgo agency in Montevideo created an incomplete ad. The ad showed a purrty neekeed girl in a suggestive pose. It didn't, however, show any of her naughty bits. Instead, it came with blank spaces and the following text:

To complete this ad send AXE to 2345 after 9 pm.

The message made a server to send a multimedia message to your cellphone with the rest of the ad, so you could admire the complete image.

emily | 11:01 AM | SMS Marketing & Advertising |
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