Mobile On Mobile - Let the Games Begin!
Outside the Mobile Marketing Forum, couldn't help but notice this ad, trying to get people to text in (didn't see anyone in front of the billboard playing the game, in Times Square) but there were winners listed later. Perhaps the ad was shown in multiple locales.
Also, the bottom area, where CNN was listed, also tried to get folks to log onto CNN's mobile app.
We're going to see a lot more of this -- again, like the early days of the Web, trying to get people to interact with mobile content, apps, games, and such, and in exchange give up some info (they're defacto giving up their mobile number ...)