Ford's odd text "promotion"

I went to see the Juanes concert last night at Mohegan Sun Casino. Good show. The second time I saw him and he sounds remarkably good live in concert.

During the show and encore they showed a bunch of footage on the big screens. During one of his songs, the screen showed Colombian mine victims, many were children missing limbs (Juanes' charity is the issue of anti-personnel mines in Colombia. According to the charity website, Colombia is the country most affected).

Near the end of the show, there was a Ford text promotion on the big screens saying something to the effect of "To learn about the new Ford Focus text JUANES" to some number.

Does Ford think we're really that bored (or that drunk, Although I only had two beers, I promise) that we'd want to text Ford during the highlight of a concert without any expected benefit other than learning about their car?

I understand the approach being used, but to me it's fundamentally flawed because the so-called "promotion" was only about Ford and not about me (or any of us). The "what's in it for me?" question wasn't answered. Simply using Juanes' name is not compelling enough, even if I were president of his fan club.

What if instead Ford said it would donate $1 to Juanes' foundation for every text that was sent that night? I know I would have done it. Maybe even twice.

I'll put this under the "good idea, bad promotion" category.