In the lead up to the 2004 Valentine's Day weekend, 1rstWAP carried out an SMS marketing campaign for Nestle. The campaign consisted of a Valentine's wish SMS which cleverly incorporated the Nescafe brand name and carefully positioned Nescafe as a perfect reason for lovers and admirers to get together over a cup of coffee on this romantic occasion.

Consistent with 1rstWAP's strongly enforced policies against spam, the SMS were sent exclusively to people who had opted-in to receive SMS advertising of this nature.