Could you Twitter with a billboard?

CBS Outdoor is launching a new interactive media system called txt2go. This system is a turn-key messaging solution that brings interactivity to their outdoor network. CBS is promoting txt2go as a messaging system that consumers can use to access messages, coupons, promotions, and special offers. Additionally, this messaging network will provide CBS’ advertisers with real time measurement on the effectiveness of their outdoor ads. I really like the idea of integrating text messaging with static outdoor advertisers but I think they need to expand their concept. This system has larger potential than simply allowing consumers to download coupons and promotions. It can be used for building communities of consumers interested in companies and brands. (Hello Twitter, here’s another revenue model just waiting for you to capitalize on.) CBS could partner with Twitter and integrate txt2go with Twitter allowing brand managers to directly have a conversation with consumers on the street. This would be a huge draw for increasing their Twitter followers. As the list of followers grows brand managers increase their ability to directly converse with consumers using their products. This will help them conduct direct market research, expand their product development programs, and develop new integrated marketing programs.