Surf required Mobitainment to recruit contestants who bought Surf for a TV game show. The challenge was that Surf wanted the entry mechanism to be free to the consumer. Mobitainment pioneered the FMS (Free Messaging Service) where customers could send a free prompt to call back from their cell phone, with a voice reply from the host of the show asking them questions about the Surf product in their own vernacular language. Valid entrants were randomly selected to be contestants on the show. This campaign won the Best Mobile Marketing Campaign in the world in Direct Response at the Mobile Marketing Awards 2011!