Here is a very interesting story from MediaPost, about a, well, non-traditional use of text messages:

WALK INTO ANY APPLE, JCPENNEY, Sony, or Wal-Mart store and provide instant feedback on products via text messages from cell phones. That's the long-term vision of Glenn Allison, who along with several other Northwestern University graduate students co-founded tech startup Mimieo to develop software applications for marketers.

It may be a long-term vision, but they've already got the technology in place:

The most recent, an online and mobile poll, asked consumers to rank how well they liked the entertainment value of each ad during the Academy Awards, and whether they were more or less likely to purchase the product after seeing the commercial.

On Oscar night, a panel of graduate students analyzed the data from polls and has published a report on the findings. High marks were awarded by viewers to JCPenney, MasterCard, Coca-Cola, and L'Oreal.

JCPenney introduced the American Living brand. The ads gave glimpses into American life, and a new brand catering to "family and home." A high percentage of both men and women enjoyed the ads, and indications of their preference for the brand increased. Mastercard's "Studious Pupil" commercial was one of the most entertaining. The ad featured a twenty-something guy in a shrunken shirt and red tie "searching for the priceless things in life."

The commercial got favorable responses from poll respondents, and ranked high in entertainment value, particularly among Facebook users. Coca-Cola and L'Oreal were winners, too, according to Allison. Consumers could vote through Facebook online and Apple's iPhone.

Read more at MarketingDaily.