Launched for the very first time in World Cup history, FIFA granted Txtstation the right to undertake an exclusive trial in which Txtstation offered a unique interactive SMS mobile service to engage television viewers during the 2006 World Cup broadcast. Txtstation, working with Sky TV Italia implemented an SMS promotion during the 2006 World Cup broadcast for the benefit of Sky Italia viewers. This activity entailed “call to action” promotions and “real time” response results throughout the broadcast both in a visual and audible manner.