Play.com, headline sponsors of Take Thats ongoing The Circus Live 2009 tour, has unveiled a bespoke mobile marketing campaign to support its sponsorship, including two exclusive SMS promotions for customers. The promotional activity will run throughout the Summer, and is a first for Play.com. The company is working with mobile marketing firm Sponge 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 Thats new single, Said It All via an SMS service promoted through external marketing channels including stadium screens. Customers 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 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 LCD TVs. Every entrant who completes the competition mechanic will win money to spend at Play.com.
Play.com will also host a series of exclusive short video clips, featuring edits of the live performances. Consumers will also be invited to pre-order a Play.com version of the live tour DVD via the Play.com website. Ticketholders will also receive discount cards, personalised to each of the tour dates, which will be given out by promotional teams throughout the tour.
We are extremely excited to be a partner of The Circus Live 2009 tour, says Play.com COO, Stuart Rowe. The mobile marketing campaign is a strong vehicle to reach and reward our customers and offer them exceptional value and exciting promotions.