SMS a billboard, win a car

The new Ford Fiesta Campaign in Belgium is taking public participation in advertising to new levels. Mobile phone users can send an SMS with the code of the poster and have their message immediately displayed on the billboard  -
along with a motivating message to buy a Ford Fiesta, of course. To add to the attraction the sender then receives a question from Ford via SMS, and if they answer correctly they're entered to participate in the final lottery. A website lets players follow the game – and learn more about how great the Ford Fiesta is, of course. A clever bit of marketing overall – we especially like the part about making semi-anonymous graffiti a legitimate part of an advertising campaign.