using texting to advertise to teens

This is something that has come up in conversations with teen librarians a number of times, but this article really hammers home the effectiveness and value to this approach:

Retailers know texting is the totally best way to reach teens
By Mark Albright

What do you think? I'm hoping in phase two of the Sno-Isle Teens: Your Library website we will have a form for teens to sign up for text notification.

How could libraries best use this? What sort of guidelines should we develop to insure the most interesting and effective communications?