It’s hard to know how to use the latest technology well until you see it in action. I just came across a great texting campaign by Blue Cross. Here’s how it works – they promoted an insurance plan to 18-34 year olds with 3 promises: it’s cheaper than you think, you don’t have to talk to anyone, and you can get the information you need on your cell phone. All you have to do is text 222752. In message, put in “blue”. Try it – you’ll be amazed. (If you want to play it all the way out, put in 64108 as your zipcode when you get to that part.) In moments you get a quote on the insurance plan. It’s a perfect way to talk to this audience. In the states using this campaign , 21% of the people who respond are buying the insurance plan. That an outstanding response, by any measure.