Text to vote during the Super Bowl

Football fans watching the Super Bowl this Sunday will able to use their mobile phones to vote for the best Tv ads. There is always a lot of talk around the TV spots aired during the match, and this is surely the perfect occasion to let US users discover the potentials of mobile messaging.
The idea is by America Online, with the technical support of Mobile 365.
As Wireless Week reports, also THQ Wireless has decided to take advantage of the event, enabling football fans to vote for the MVP of the game. The initiative will run cross-carrier (and this is another good sign for the US mobile industry).