Vibes Media mobile messaging campaigns have hit the 100-million message mark, according to the company, which calculates that consumers originated 43 percent of those messages.

The high percentage, according to Vibes, offers the industry a new way to track marketing effectiveness and direct brand-to-consumer interaction.

"While many of our competitors build up their numbers by aggregating other mobile suppliers' messages or sending out mobile alerts, we hit the 100-million mark by creating true, one-to-one interactive dialogue between brands and their target consumers," says Alex Campbell, CEO and co-founder of Vibes Media. "The mobile device is a great way to interact with someone, but it only works if that person wants to interact."

The 100-million messages mark happened over more than 7,000 Vibes Media mobile campaigns - from radio stations to National League baseball teams. The company estimates its programs have drawn more than 10 million participants, garnering an average of 10 messages per interaction.

In 2005, Vibes expanded its portfolio with the launch of TextTV, a text messaging platform that enables television viewers to interact with each other by sending text messages directly to the TV screen.