Tanla offers registration for Jackson's comeback tour

The much-awaited return of the ‘King of Pop’ Michael Jackson will see the mobile technology used by AEG Live – which provides concert promotion, special event and tour services – to manage the presale registration process for concert ticket sales.

Tanla Mobile, a wholly-owned subsidiary of Hyderabad-based telecommunications software and services provider Tanla Solutions Limited, has been selected as AEG Live’s partner to provide a mobile short code and be involved in a mobile direct response campaign to allow fans to register for presale tickets for Jackson’s ‘This Is It’ tour in July at London’s O2 Arena, receive event updates and enter competitions. Fans can also pre-register via web which Tanla was not involved in.

The mobile campaign means fans can register their interest for tickets before they are put on sale by simply texting ‘MJ’ to 81707. Using Tanla’s Campaign Manager platform, PINs are then sent free to all those who register via mobile which can be used ahead of general on-sale date to get their tickets, the company stated in a press release on Tuesday.

The campaign went live when Jackson arrived in London and has already attracted global attention as the concerts are said by Jackson himself to be his last in the UK.

“The return of Michael Jackson is huge news for his fans and the music industry alike. Initially announcing 10 dates, starting in July 2009, we anticipated that demand for tickets would be high. We looked to mobile as a way to ensure that real fans were given the opportunity to register their interest in tickets,” said Amy Farrant, marketing manager of AEG Live.