I've written here about the power of the Obama text message announcing Joe Biden as his running mate.  How many people did they reach?  How about 2.9 million people, give or take a few.  Though most were sleeping. 

Read the details here: 

The VP message was sent in the late hours of Friday night and is, by
many accounts, the single largest mobile marketing event in the US., to
date. From a mobile perspective, it makes sense that the campaign chose
to use text-messages. Today, 116 million US mobile
subscribers (52 percent of subscribers) actively use text messaging,
making it a new mass medium for marketing efforts

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