EMI Music U.K.'s Parlophone label has adopted an innovative pay-per-click mobile advertising model for its breakthrough pop artist Lily Allen.

In what it describes as a "revolutionary" approach to "optimise mobile advertising spend," Parlophone will enable Allen's fan-base to download a free animated screensaver to their handsets.

Parlophone only pay for active clicks through to the artist's official mobile store, replacing the traditional flat fee advertisement set-up.

"By pushing people to Lily's interactive, loyalty based WAP site, we can capture data for future marketing as well as offering commercial content," explains Dan Duncombe, Parlophone's digital media manager, in a statement.

The campaign is booked through mobile media agency New Visions; the advertisements are served by AdMob to their network of publisher sites in Britain.

"As with the rest of the Lily Allen campaign, this is a U.K. artist media first and in keeping with Lily's digital roots," Duncombe adds.

Allen's debut "Alright Still" has achieved double platinum status (600,000 units) in the United Kingdom, according to Parlophone, after opening at No. 2 on the Official U.K. Albums Chart 33 weeks ago.