UK retailer Play.com is the headline sponsor for Take That’s current tour, so they’re making the most of it with a new mobile marketing campaign. It includes two text message promotions, with the first letting fans sent a text to get a special code which can then be redeemed on the Play.com site to buy the band’s new single. It sounds a bit fiddly, but the idea is that the SMS shortcode will be plugged on the big screens at the band’s gigs, to spur impulse purchases. Meanwhile, the second promotion will offer discount vouchers for various gadgets on Play.com’s website. More content will be offered on a micro-site too.