Mobile ad provider 4INFO just launched a new service that messages file score results after every NCAA Division I Men's Basketball Championship Tournament. Meanwhile, new "upset Alerts," a key feature of 4INFO Tournament Alerts, help ensure that fans never miss the final minutes of key games:

"To sign up for the full 4INFO Tournament Pass text alert service (score and upset alerts for all games in the championship tournament), fans can text "TOURNEYPASS" to 4INFO (44636) from their mobile device, or visit www.4INFO.net or the 4INFO WAP site, m.4INFO.net, to subscribe to individual team alerts. This service is free, although text messaging fees from your carrier may apply."

Text campaigns like this one are inexpensive for providers to implement and work on nearly all cell phones on the market, though it's tough to gauge actual usage numbers aside from whatever each provider releases.