The winner of the GSMA Global Mobile Awards has been announced, and it’s SMS marketing that has come out on top. The winning campaign for Cornetto Ice Cream in Turkey took over the outside of a building in Taksim, Turkey’s equivalent Times Square, for an interactive SMS game. Consumers were encouraged to text to an SMS short code to move images around a large scale projection. Winners of the game received a mobile coupon for a free ice cream. The innovative SMS campaign received coverage on the national news and became the talk of Turkey.