Devi@FP just showed me this promotion; it's for a drinks company who are running a teaser campaign all around Brighton. Quite fun stuff - you wear the sweatband (and presumably get special offers at a few local drinking holes), and can text in for "further instructions".
I sent one in and received back: "I can neither confirm nor deny your inqury. X"
I presume that at some point in the future I'll receive something else; this feels like a really nicely run campaign. I'm already intrigued by it and it's certainly pushed their new drink (Xanté) to my attention... good to see small brands being a bit more adventurous...
Update: just received a text: "See U Tonight 19.00 at The Tin Drum Dyke Rd".