Text is best?

The Washington Post has an article about the usage of text messaging in the current US election campaign. Seems very common for mobile campaigns to invite participants to self-identify by sending an SMS to a particular number.

This obviously requires the participants to be made aware of the mobile campaign in the first place through other established media. It also fits in with the mobile marketing formula:

Incorporate your mobile campaigns into your other campaigns.

How might we see multimedia employed by similar campaigns in the future, I wonder?