In other words, using the mobile channel as an information channel might tie the customers even more closely to the firm, and by doing so, make them less receptive to other advertising, such as mass media advertising from competing firms and brands. With respect to the use of context in mobile marketing campaigns, successful campaigns have been incorporated within the context of a specific event like a concert or a game. Often these kinds of campaigns have been text-based, providing mobile users, for example, with the opportunity to participate in sweepstakes, to get more information via SMS about the players of a game, or lately even the option to control upcoming events in TV programs.