Sony BMG Music Entertainment has selected Mozes Connect to create and implement a series of mobile marketing initiatives.

The record company will use Mozes to power interactions between artists and their fans. Using Mozes, Sony BMG will create and deploy a variety of mobile campaigns involving text messaging, voice and the Web for its artists.

"Our strategy is to provide easy-to-use products for marketers to make campaigns," said Dorrian Porter, CEO of Mozes Inc., Palo Alto, CA.

Mozes Connect is a Web-based product that lets users create integrated text messaging, voice and Web campaigns.

Mozes claims about 1.5 million unique mobile users in the United States. Universal Motown Republic Group, RCA Music Group, Capitol Music Group and Nettwerk Management are Mozes customers.

The Mozes Connect product will allow Sony BMG to create text and voice campaigns in seconds, build a mobile list and engage with fans via polls, trivia and content.

Mozes Connect features customizable Web widgets and API for deeper integration.

The platform also tracks campaign effectiveness. Sony BMG can monitor participation and opt-in information by geography and by campaign channel -- text, voice and online. It also gives information about subscriber demographics.

Additionally, Sony BMG can manage the text and voice message activity sent to and from participants. The campaign manager also randomly selects winners for contests.

Mozes Connect lets users log in and follow the success of their mobile campaigns.

"Mobile marketing is still mistrusted by the consumer because of an over-hype of mobile services that most consumers cannot use or understand," Mr. Porter said.

"Mozes Connect lets anyone easily create mobile campaigns," he said.