KCWE, the CW network's affiliate for the Kansas City area, has launched a mobile sweepstakes campaign to give consumers in the area the opportunity to win tickets to see "The Phantom of the Opera."

The sweepstakes will begin on Monday, March 30, and end on Friday, April 3. Consumers who watch the television channel during the sweepstakes period will be asked to enter to try and win.

"The Phantom of the Opera" is a musical by Andrew Lloyd Webber, based on the French novel "Le Fantôme de l'Opéra" by Gaston Leroux.

The musical focuses on a beautiful soprano, Christine Daaé, who becomes the obsession of a mysterious, disfigured musical genius known as "The Phantom of the Opera."

Consumers who enter the sweepstakes to win tickets to the play will be aggregated together into one pool, from which winners will be drawn.

During the entry period, a keyword and SMS short code call-to-action will be broadcast on KCWE during Oprah and Dr. Phil programming.

Consumers can also enter the sweepstakes by logging onto http://textrules.com/kcwe and entering and submitting the keyword, their name, age, valid email address and telephone or mobile phone number.

A total of five prize packs will be offered.

Each prize pack consists of two tickets for admission to the performance of "Phantom of the Opera" scheduled for Thursday, April 16 at 8:00 p.m., at The Music Hall in Kansas City, MO.

Winners will be notified via telephone, text message or other method based on the contact information available in the entry.

One of the goals of the campaign is data collection.

This isn't the first time a play has been promoted via the use of mobile.

Broadway's "Legally Blonde the Musical" and "Blue Man Group" used the mobile channel on a nightly basis in-venue to help build their fan club lists.

Cellit Mobile Marketing worked with the productions to get theatre-goers to text in their email addresses. The email addresses were later used for alerts and special offers.

KCWE has held mobile sweepstakes in the past. In fact, the TV station just completed its Britney Spears Texting Sweepstakes on March 20.

Consumers were asked to text a keyword the KCWE's short code to enter for a chance to win two tickets for admission to the performance of "The Circus Starring Britney Spears" scheduled for Thursday, April 2 at the Sprint Center in Kansas City.