The online retailer has hired mobile applications agency Sponge to develop content to target Take That fans and drive traffic and sales.
Ads on stadium screens and various other media will offer exclusive version’s of the group’s new single ‘Said It All’ if fans text to receive a voucher code which can be redeemed at Play.com.
They will also be encouraged to sign-up for discount vouchers for use on the retailer’s site plus a prize draw with prizes including iPod Nanos, PlayStation3s and 19” LCD TVs.
The site is already hosting a series of exclusive short video clips featuring edits of the live performance and selling its own version of the live tour DVD.
Concert goers are also being given personalised discount cards to use against relevant merchandise with the retailer.