I was pleased to see Target slap a text call to action on their Time Square billboards.  Note the placement of the CTA.  The text replies were clever (topic-related shopping lists).  I wish they had gone further…No discount, no strong drive to store, no mobile web oppty, etc.  It was a dead-end instead of a dialog.  Still, congrats to whomever managed to get that realestate for the CTA.