By actually making
the SMS engagement part of his on-air act, magician Criss Angel was able to directly include the audience in his "mind-reading" experiments. That was the first of a three-part SMS campaign
by A&E which successfully increased ratings by 20 percent week-over-week, as well as boosted social media participation. The second part allowed viewers to vote via text message on their favorite
levitation trick, with the possibility of their messages appearing on the final episode. And, the final portion was a text-to-win campaign for a magic kit.