Posted: May 7, 2008

A text-messaging prank has led thousands of people to call the Dublin Zoo every day since it was launched this weekend. The callers asked to speak with “Mr. G. Raff” and other fake animal names after being prompted to do so by a text message.

Oddly enough, the Houston Zoo is currently dealing with a similar issue. A different text message urging people to call the zoo has resulted in 10 times the normal amount of calls, including around 3,500 on Sunday alone.

While Cellit obviously does not condone the use of text-messaging for malicious means, it is interesting to note that even random, unexpected calls-to-action delivered via text can garner such an immediate and widespread reaction. If a prank can deliver these sorts of results, just imagine what a legitimate and robust mobile marketing campaign could do.

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