Kevin Newby

Heather Fletcher is senior content editor with Target Marketing.

Many Broadway musical lovers were already enchanted with Chad Danforth, the character from the Disney Channel movie series "High School Musical." So when the image of the actor, Corbin Bleu, smiled out at passersby from a Times Square billboard touting his new role in the Broadway musical "In the Heights," so many mobile users accepted the sign's invitation to text "Heights" to 21534 for a video message from the star that the campaign saw a 24-to-1 return on investment.

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