This paper presents the findings derived from a mobile friendly web survey, during which all invitations and reminders were sent as text messages via short message service (SMS) to the mobile telephones of the target group. The web survey under study was conducted for the National Theatre of Northern Greece (NTNG), the largest theatrical organization of Greece. The list of mobile phone numbers was provided by the organization and the aim of the survey was to collect data from people who have attended events organized by NTNG. The paper examines the impact of various design study features such as pre-notifications, time and day of SMS delivery, lag between invitations and reminders on survey response. It is demonstrated that SMS pre-notifications can significantly improve response rates. The paper suggests that when the mobile phone numbers of the target group are available, it is feasible to conduct a large-scale web survey using SMS as the only contact mode.