You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Why Apple, Ford and Zappos Have All Invested in Branded Mobile Codes Vanity Short Codes and StarStar Numbers Can Be Had Now -- But Don't Wait Long By B.L. Ochman, Published on June 03, 2011 4 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.