Interesting SMS prize game

Limbo has an interesting game/contest called Limbo grab. Apparently here's how it works: every time you text a message to their short code 41414 you "hold" the prize, until someone else texts in to take it from you. At the end of the game whoever has "held" the prize the longest wins it.

As I'm writing this the current prizes they've got include a copy of Guitar Hero 3, $150 of Netflix movies, and a Sony MP3 player.

Thats a pretty unique and neat idea.