Kenny Chesney is letting fans text in for their chance to win seat upgrades and "Sand Bar Passes" at the show and join the country music star's mobile fan club to get SMS updates and content.

Kenny Chesney has chosen Mozes Inc. to power the mobile initiatives during his 2009 Corona Extra Sun City Carnival Tour. On tour, Chesney fans are also able to take pictures of the show via their mobile phone and send them to a page on Kenny Chesney's Web site for all to view.

"They came to us because, like most of our clients, they realized how important it was to have a mobile component in their overall strategic plan," said Chad Schultz, director of business development, Mozes, Palo Alto, CA. "Our platform offers them a new channel of communication that initially captures the fan at the ?point of inspiration,' and can continue the relationship on an ongoing basis.

"They can let fans know when a new record comes out, when he's going to be in their area next, when he's got a new single, if he's playing on an award show and just fun news, so it becomes an integral part of their overall marketing plans in more closely connecting with his fans," he said.

The target demographic is all of Kenny Chesney's fans over the age of 13.

"We're trying to help artists and bands connect with anyone and everyone they can that's of the appropriate age," Mr. Schultz said.

"Mozes addresses the same challenge for Kenny Chesney as we do for all of our clients, in that we help them connect with their fans one-to-one, which in this day of sensory overload and constant electronic bombardment is invaluable, since we're reaching back out to people that, first of all, have said they want to get updates from the band or artists, and they want to feel more connected with them," he said.

"This is the most personal device most people have, so they also pay more attention to it and who they let contact them on it more than any other form of communication they use."

Since 1993, Mr. Chesney has recorded thirteen albums, eleven of which have been certified gold or higher by the RIAA.

He has also produced more than thirty Top Ten singles on the U.S. Billboard Hot Country Songs charts, sixteen of which reached No. 1.

Mr. Chesney claims to be the only artist to play to more than a million fans last year and the single biggest ticket seller in any genre.

Mr. Chesney reportedly sold out his August 15 show at Boston's Gillette Stadium in less than 10 minutes.

Mozes helps its marketing partners in three ways: by providing a self-service web platform to create, deliver and analyze the effectiveness of mobile marketing campaigns; by providing strategic services that help its marketing partners to execute their mobile marketing strategy; and by providing in-venue services for live events, conferences and tours.

On tour, Chesney fans will be encouraged to text in to enter contests at the show and join his mobile fan club, powered by Mozes.

Once part of his "mobile mob," they will be among the first to know of album release dates, pre-sale ticket offers, schedule changes and downloadable content.

Mr. Chesney is joined on tour by Academy of Country Music Album of the Year-winner Miranda Lambert and ACM Top New Duo/Group and Country Music Association Horizon Award-winners Lady Antebellum.

Sugarland and Montgomery Gentry will join the tour for the cities where he will be playing stadiums.

Some of the stadium cities include Dallas, TX; Columbus, OH; Louisville, KY; Pittsburgh, PA; Philadelphia, PA; Chicago, IL; San Francisco, CA; Seattle, WA; Salt Lake City, UT; Foxboro, MA; Detroit, MI; and Indianapolis, IN.

"We're doing only standard rate campaigns on this tour, and it's more about engaging the fan in some fun experiences and offering them the chance to upgrade their seats in venue, win sandbar passes in venue, and we're working on allowing them to take pics of themselves and friends at the show on their phones and go to the web and view them after," Mr. Schultz said.

"We're also running a separate promotion on his Web site offering fans a chance to win a flyaway trip to see Kenny's last show for people who enter on one of our widgets," he said.

"His camp is sending emails out to their existing lists, they are informing fans on various social networking sites, we are showing slides onscreen in venue with the call-to-action, we're working on stage announcements, distributing flyers and, in some markets, we may tap into mass media with a call-to-action as well."