A local text marketing campaign

This past July 4th, the North Conway Fire Department (www.northconwayfire.com) had the Sherman Farms' Cow Train. (very cute!)
Attached to the 'engine' was a sign that said
Text 'getlost12' to 94044 and see what you can win

So, being curious, I did. This morning I got an email

Subject: Corn Texting

Happy Summer (finally) from The MAiZE at Sherman Farm,
We are proud to introduce our newest addition to the MAiZE for 2009.  Corn Texting will be a game inside the maze; try and find all the hidden signs, send a text and receive a clue to help you navigate your way.  Find them all and win a prize!

Try it today and get entered to win a drawing.
Text "getlost12" to 91011 and see what you can win!

Happy Texting,
Michele

Kinda cool use of integrated marketing techniques.  Keeps you fully engaged with their brand, while playing games, collecting prizes and growing loyalty.

Maybe an on-snow type scavenger hunt, executed similarly, for a ski area?  or inside an amusement park?