EMI Music U.K. has contracted Flytxt to supply its mobile marketing technology to drive mobile campaigns across EMI's labels.

The London-based mobile direct marketing firm's "Neon" platform will be at the core of EMI's new long-term digital marketing strategy, which will involve competitions, special access to events, artist information, pre-release information, mobile content and sales promotions.

"We are confident that Neon is the right mobile marketing solution for us," says Shai Eilon, CRM manager, EMI Music U.K. "Flytxt was selected based on three criteria - usability, technology and experience and demonstrated their ability to support our CRM strategy. We are happy to be working with Flytxt and using Neon to best communicate to our consumer via mobile."

Flytxt's Neon is a flexible mobile tool which can send and receives text messages, track the results, feed back details into a database and report in real time. EMI marketers, who set up and manage all campaigns, will be able to drive and track cell users' customer visits to their artist's WAP sites.