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2ergo, AT&T partner to promote Vans Warped Tour, Demi Lovato

2ergo and AT&T's Youth Marketing Group announced a joint venture to promote the annual Vans Warped Tour and Disney star Demi Lovato.

As part of the agreement, the AT&T Youth Marketing Group will use 2ergo's Mobile Campaign Manager technology to manage pre-Warped Tour text messaging campaigns to concert goers who opt-in via their mobile devices. For Demi Lovato, 2ergo created a mobile portal using its Mobile Site Builder and is providing text messaging capabilities for fans using Mobile Campaign Manager.

"This is the sixth year AT&T has been a presenting sponsor of the Vans Warped Tour," said Jennifer Erdman, senior manager of youth marketing and sponsorships at AT&T Mobility and Consumer Markets, Atlanta.

"Our sponsorship allows us to interact with music lovers and provide special VIP services to our customers," Ms. Erdman said. "It also provides a showcase for some of our coolest youth-centric products and services. Also, in our Reverse Daycare, we also are able to interact with parents and allow them to demo and/or receive information about some of our family friendly offerings. "

Wireless carrier AT&T is the exclusive sponsor of Demi Lovato's tour.

"[The strategy behind promoting Demi Lovato is] for us to tap into the teen segment -- 13-15 year olds -- by showcasing and continue brand awareness around quick messaging phones at good price points to parents and teens," said Rhonda Patrick, senior marketing manager at AT&T, Atlanta.

2ergo is a provider of mobile-enabling technology with a focus on mobile business, entertainment, marketing and media.

For the Warped Tour, AT&T is targeting youth 18 and older, as well as the everyday music lover.

"Beyond age, however, this group is more than likely comprised of music loving, free thinkers, who not only have cell phones, but are likely trend setters and influencers when it comes to all things wireless -- text, photo and video messaging, gaming, music downloads and even accessing mobile social media sites," Ms. Erdman said.

For Demi Lovato's concert, AT&T will be raffling off one quick messaging phone at concerts and text phone giveways on the WAP site (http://demi.m2ergo.com). The winner will receive a trip for four to the Hershey, PA, concert on Aug. 22. The Demi Lovato SMS alerts are only for AT&T customers.

For the Warped Tour, fans will be kept up to date on localized concert information such as band schedules by opting-in with WARPED to VANS09. Warped Tour information is available to any mobile network, but AT&T users will get exclusive content.

"2ergo's platform makes it possible for timely and relevant information to be delivered to subscribers' mobile phones leading up to and during the live events, making them more interactive for consumers while promoting the AT&T brand," said Chris Brassington, group managing director at 2ergo, Manchester, Britain.

"Plus, by using mobile messaging to drive traffic to a mobile Web site, AT&T is able to provide a complete mobile experience and offer more information beyond what is possible in a text message," he said.

"From a consumer standpoint, the experience is seamless. On the Demi Lovato mobile site, AT&T subscribers can enter a sweepstakes simply by clicking a link instead of having to enter their mobile number. With the VANS Warped Tour text messaging program, subscribers can simply reply with their city name to further customize their alerts."