Despite the fact that text messages announcing Obama's VP pick arrived after it was leaked to the press, Nielsen Mobile said that the campaign delivered 2.9 million text messages, CNET News reports.

"The VP message was sent in the late hours of Friday night and is, by many accounts, the single largest mobile marketing event in the U.S. to date," Nielsen said in a statement. "While much has been said of the timing and the scoop by news outlets, Obama's V.P. text-message still ranks as one of the most important text messages even sent and one of the most successful brand engagements using mobile media."

The company said that the message's value goes beyond its 26 words and 2.9 million recipients. "Here, Obama branded himself as cutting edge, inflated the already enormous press attention paid to his V.P. pick and further established a list of supporters' most coveted form of contact: their cell phone numbers."