StudioCom, a digital marketing agency, says it’s developing new ways to use mobile phones for commercial advertising campaigns.

“Rather than focus on designing mobile campaigns that simply urge consumers to respond via text, we are creating strategies that fuse our capabilities,” said CEO Juan Pablo Gnecco.

For example, StudioCom’s Matt Roth is developing software that would let consumers use their cell phones to control videogame characters on billboards. That technology could be used for anything from a friendly game of rock-paper-scissors – or a version evocative of Mortal Kombat where the characters destroy each other – on a sponsored, high-definition screen in Times Square. Similarly, a car company could use the system to let consumers design their own vehicles, all in the public eye.

Another unique application could be a menu service. A consumer could visit a restaurant and text the menu to colleagues, who could in turn place orders via their own phones.

Customers of Atlanta-based StudioCom include household names such as The Coca-Cola Company and Twentieth Century Fox.