Image: hometownhollywood.com

London, UK; 17th March 2009: The much awaited return of the ‘King of
Pop’- Michael Jackson – will see mobile technology used by AEG Live to manage the presale registration process for concert ticket sales.

Tanla Mobile has been selected as AEG Live’s partner to provide a mobile short code and be involved in a mobile direct response campaign to allow fans to pre-register for tickets, receive event updates and enter competitions. Fans were also able to pre-register via web which Tanla was not involved in.

The mobile campaign means fans can register their interest for tickets before they are put on sale by simply texting ‘MJ’ to 81707. Using Tanla’s Campaign Manager platform, PINs are then sent free to all those who register via mobile which can be used ahead of general on sale date to get their tickets, subject to availability.

Image: mobiletor.com

The campaign went live when Jackson arrived in London and has already attracted global attention as the concerts are said by Jackson himself to be his last in the UK. Dates will be further publicised through an extensive media schedule, including the UK’s first TV commercial for a music artist to run the entire three and a half minutes of an ad break on Sunday night on ITV1, further supported by press adverts, billboards, tube posters and radio.

Speaking about their appointment to manage the campaign, Gautam Sabharwal, director at Tanla Mobile, said: “This campaign highlights the benefits of mobile marketing, providing personalised marketing to consumers, which appeals to a wide demographic. We are seeing the increasing use of mobile moving from a marketing ‘like to do’ to a ‘must do’ for all types of brands.

The breadth of customers we are working with is further confirmation that mobile is rapidly being seen as a powerful, cost effective and highly targeted way to communicate with an audience.”

Amy Farrant, Marketing Manager at AEG LIVE, said: “The return of Michael Jackson is huge news for his fans and the music industry alike. Initially announcing 10 dates, starting in July 2009, we anticipated that demand for tickets would be high.

We looked to mobile as a way to ensure that real fans were given the opportunity to register their interest in tickets. Tanla Mobile has proved to be a reliable, flexible and responsive partner. They understood our aims from the outset and worked tirelessly to make it work.”

Press Release Submit Via Email by Liz Hartney.