Play.com uses mobile marketing for Take That tour

Play.com, headline sponsors of Take That’s ongoing The Circus Live 2009 tour, has announced a bespoke mobile marketing campaign activating two exclusive SMS promotions for customers. The promotional activity will run throughout the summer to support The Circus Live tour and is a first for Play.com.

Play.com is working with Sponge, an independent developer of mobile applications and content, to amplify the Take That tour sponsorship deal and bring extensive value to its 9.5 million customers online.

The first SMS promotion offers customers the chance to order exclusive formats of Take That’s brand new single, ‘Said It All’ via an SMS service promoted through external marketing channels including stadium screens. Customers must text the promotional number to receive a voucher code which can be redeemed on the Play.com website in exchange for the MP3 single. Play.com is also offering customers a special Take That single bundle for just £6 which includes three versions of ‘Said It All’, two of which are exclusive to Play.com.

The second SMS promotion sees Play.com offering customers rewards including discount vouchers for use on Play.com plus opportunities to win iPod Nanos, PlayStation3s and 19 inch LCD TVs. Play.com ensures that everyone is a winner with every entrant receiving money to complete the competition mechanic, to spend at Play.com.

To celebrate The Circus Live 2009 tour sponsorship, Play.com will host a series of exclusive short video clips featuring edits of the live performances and be invited to pre-order a Play.com version of the live tour DVD. Ticketholders will also receive credit card style discount cards, personalised to each of the tour dates which will be given out by promotional teams throughout the tour.

Stuart Rowe, COO of Play.com said: “We are extremely excited to be a partner of The Circus Live 2009 tour. The mobile marketing campaign is a strong vehicle to reach and reward our customers and offer them exceptional value and exciting promotions.”