It was the "single largest mobile marketing event" in US SMS history, according to TelecomTV when Barack Obama broke the news that he has chosen Senator Joseph Biden as his presidential running mate via 2.9 million SMSs.
The tidal wave of texts prompted masses of sign-ups to the Obama website in a dazzling stroke of campaign marketing, boosting voters' exposure to Obama's key messages and brand.
Some 59% told the Neilson ratings company they were happy to receive the text, but 23% grumbled - perhaps those disgruntled Billary fans‾
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