Michael Jackson fans who have registered for mobile updates about his latest tour will receive texts sent using Tanla’s Campaign Manager Platform.
Fans will be able to use the system to pre-register for tickets, receive event updates, and enter competitions.
PIN codes are sent out to those who pre-register, which can then be used to buy tickets ahead of the general ticket sale.
Gautam Sabharwal, Tanla Mobile director, 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.”
Michael Jackson has said the tour will be his last in the UK. Sign up to pre-register for tickets is done by texting ‘MJ’ to 81707.