Using text messaging to advertise to prospective students

When I saw a text messaging  ad  on the subway, I thought:

a. if anyone would remember to text it when they emerged above ground?

b. What kind of responses are they getting.

A local college is giving a go at this. Of course this could turn into 20 questions about if they are doing it for an experiment or are qualified leads are actually coming through.

I realize that I am in a bubble here in Gotham,  So if anyone else is using mobile ads/text messaging  in their ads and they have had interesting results, please let me know via the comments.