According to the release, the GoodyBag ad program is unique because it hosts multiple advertising messages in a single text word. Each time the word is texted, a different advertiser’s 145-character message will be sent to the texter’s mobile phone, offering a special “goody.”

The program’s premier will display “text ‘nycgoody’ to: 78247 for Special Offers” and run as a five-second spot, 500 times a day starting in July. A sneak preview of the GoodyBag program is running this week until the 9^th during the Mobile Marketing and Digital Advertising shows scheduled for the Marriott Marquis Times Square.

“This is a fun, affordable way for advertisers to participate in interactive marketing and offer customers a reward at the same time,” says Allison Gower, qtags president and co-founder in a statement. “More than 39 million NYC residents and visitors pass by the Port Authority digital sign each month, and the GoodyBag program gives companies unprecedented access to them at a fraction of the cost of traditional advertising.”