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The Museum of Contemporary Art liaised with Cellit Mobile Marketing to launch an interactive campaign to get singles texting each other. This was part of a campaign to generate buzz for its First Friday event on February 1.

The Digital Post Office of Love, a one-day Valentine's Day-inspired event, drew 2,500 people. The event featured a special interactive display where visitors could post messages to other attendees.

"We wanted to create a fun and engag­ing activity and to build up the text mes­saging list," president David Wachs of Cellit told DM News. "Those who opted in for the game received follow-up messages asking them if they would like to opt in to receive alerts for upcoming museum events."

Six hundred people — mostly between the mid-20 and mid-30 age range — played the game. Over 800 text messages were sent.