Mobile marketing on the spot...

Link: blending the mix � UK sends 3.3 billion text in May 2006.

Here’s a question for seasoned mobile marketers from Paul:

The BBC reports that UK mobile phone users sent 3.3 billion texts last month. My question is this: Has anyone really ever heard of a text campaign receiving the same amount of kudos for its creativity as say, The Simpsons youtube ad, yet the medium has been around for years longer? There is either a lack of understanding in the sector or mobile marketing is just too tricky a market to be creative in.
What do you think?

I’m sat thinking hard. I hope that someone can rescue me and answer Paul!