Ad Age has a great mobile marketing success story:
The Taco Maker's agency, BxP Marketing, created a character it called Juan Maker, a gruff, mouthy guy with a thick accent, to make radio appearances and chat with DJs about freebies. The appearances were recorded live and then crafted into a series of 10 60-second spots that ran in central Florida for six weeks and offered a free one-pound Maker burrito to consumers who sent in a text as instructed by the commercial. The Taco Maker received nearly 5,000 texts and gave away nearly 2,500 burritos, a response rate of about 50%. The promotion sent same-store sales up 21% in the region, the chain said. Taco Maker CEO Carlos Budet said the character connected so well that consumers called the radio station asking to speak to Juan Maker.
Read more @ Ad Age.