AT&T is once again the sponsor of Vans Warped Tour 2008, letting customers attending the concert receive localized alerts on their handsets and participate with related efforts.

AT&T is providing special VIP services to its wireless subscribers who attend the tour. In addition to text alerts and private backstage acoustic sets for subscribers only, concert-goers can meet the artists and experience AT&T's mobile technology, including Reverse Daycare for adults and the Drop In tent featuring interactive kiosks where attendees can upload and share photos, play games and create their own ringtones.

"The Vans Warped Tour fits in well with our overall strategy to connect with mobile customers in that it's a unique experience that resonates with youth in a very real, genuine way," said Mimi Bhan, director of national marketing for AT&T's mobile wireless division, San Antonio,TX. "It's not about putting AT&T over everything, but to give young people a better awareness of what our brand means."

The Vans Warped Tour kicked off June 20 in Pomona, CA, and is the longest-running touring music festival in the country with 100 bands in 42 U.S. cities.

This is the sixth year in a row that AT&T has sponsored the event to reach out to youth ages 15-21.

"AT&T is passionate about reaching kids and young adults in the places that they are and in ways that are relevant to their lives, and this tour is about kids discovering music in a fun, safe environment," Ms. Bhan said.

"At the same time, our exclusive partnerships with the bands themselves make our brand stronger by providing information and exclusive backstage access via mobile," she said.

At the AT&T Signing Stage, featured Warped Tour bands will hold hourlong meet-and-greet autograph sessions with fans.

In addition to the regular concert performances, AT&T customers can win backstage access to 30-minute acoustic performances by two featured bands at the tour stops in Atlanta, Chicago, Philadelphia, San Antonio, San Francisco and Charlotte, as well as the chance to mingle with the artists and get autographs.

Warped Tour Radio sponsored by AT&T is a new feature on http://mobile.warpedtour.com that will feature an audio player streaming full-length songs from the 2008 Warped Tour Bands, which will be available for purchase.

AT&T customers will also be able to buy ringtones and Answer Tones of the Warped Tour songs, as well as live streaming video content from the show available on mobile phones.

The AT&T Gas Up Giveaway is a contest that offers fans a chance to show support for their favorite Warped bands. By downloading mobile content of their favorite Warped Tour bands, AT&T subscribers can help their favorite bands earn gas money to get to the next Warped Tour stop.

AT&T customers can text WARPED to the 96789 short code to receive mobile alerts with band line-ups, autograph session schedules, contests and other exclusive offers.

To help with the Warped Tour's Eco-Initiative, AT&T is encouraging all concert-goers to donate their used mobile phones to support the Cell Phones for Soldiers program.

"We want to have that personal one-on-one interaction with customers," Ms. Bhan said. "This tour is a very genuine experience, not a corporate environment. It's about the kids, and it's about the music.

"The challenge for any marketer is finding a platform that is genuine, that feels real," she said. "Kids can tell when something is fake form miles away. Mobile is the most personal device that kids and young adults have on them. With this tour, we're able to leverage the technology in liberating and engaging ways."