putting literature into cities

Found this serendipitously whilst googling for something else entirely on blackbeljones, the citypoems project.
You can find signs across the city of Leeds prompting you to send a text message to a number and in return you get sent a poem as a text message written by people who live in Leeds mainly.
Lovely idea I think, using real physical space to cover a city in a virtual overlay of poetry, which is perfect for the medium at the minute. I like these kinds of virtual physical interplays.