160Characters Association reports that New Zealand TV network uses SMS to verify who is actually watching TV programmes.
It's a loyalty program, you earn points for watching tv. You watch tv, during selected programmes get displayed, and you have to sms with your mobile phone and receive instant feedback via texting to update your points balance and reward information.
To learn more about this marketing idea, sponsored by Ford and Burger King, you can also to the TV station web site: Tv Power Points.