A Chicago TV campaign alternated between web and SMS prompts for viewer response, and texting won hands down. The campaign promoting a contest for Chicago’s Shedd Aquarium aired two versions of their ad. One asked viewers to enter through a web site, the other by sending a text. The SMS option generated 325 percent more entries.

One of the marketers behind the ads sums it up by citing the immediacy and proximity of a mobile phone versus a computer for most people sitting in front of a TV. The surprising part could be the staggering delta here between the effectiveness of one method over the other, especially considering both were communicated through the same exact ads.

Read more at Ad Age.