Interactive Billboard Marketing

Ford has introduced an interesting marketing campaign (created by Ogilvy) using billboards and SMS. The user can participate by sending an introductory address to a number and will then receive a SMS with a question that has to be answered. If the answer is right the use participates in a lottery where a Ford Fiesta can be won. The billboard reacts to your answers. From their website I get the impression that the billboard does not play a functional role in this and that it is possible to play without seeing the billboard.

[inspiration Marc Canter]