Verizon Wireless is teaming up with rock band the Jonas Brothers to connect with youth via mobile technology.

Verizon Wireless customers who download Jonas Brothers' songs or buy ringtones or ringback tones from their V Cast-capable phones will be entered to win a pair of mobile tickets to see Jonas Brothers in concert. Verizon Wireless is also providing fans access to the Jonas Brothers during the "Burning Up" tour with exclusive music and video on V Cast and a chance to meet the Jonas Brothers.

"At Verizon Wireless, we look at music in a very holistic fashion, providing experiences that fans can enjoy in a mobile fashion before, during and after they get to the concert," said Brenda Raney, spokeswoman for Verizon Wireless, Basking Ridge, NJ.

"Our sponsorship of the Jonas Brothers tour is more than a banner sign on stage behind the band, we are totally involved," she said.

Produced by Live Nation, the 41-city Burning Up tour kicked off in Clarkston, MI, on July 5 and will wrap up September 5 in West Palm Beach, FL.

With V Cast Music, fans can now download the live versions of the previously unreleased songs from the Jonas Brothers' upcoming album "A Little Bit Longer" directly to their mobile phones.

In addition, Verizon Wireless customers can use V Cast Video to view 10 exclusive episodes of "Band in a Bus" -- short "mobisodes" featuring the Jonas Brothers recording their new album. Each episode is two-to-three minutes and follows the band at work and at play, capturing the band's creative process and relationship to their fans and the people who support them.

Fans in each of the tour cities who have downloaded Jonas Brothers mobile content, including ringtones, ringback tones and full-song downloads through their Verizon Wireless phones will be automatically entered for a chance to win a pair of mobile tickets to the show.

These customers and fans will receive a mobile ticket with a unique barcode on their Verizon Wireless phones. The ticket is good for two seats and will be scanned at the door when the winners attend the show.

Verizon Wireless customers will also have a chance to meet Kevin, Joe and Nick Jonas in person before the show. The winners will get a special session with Jonas Brothers, including group photos and autographed memorabilia, an exclusive backstage tour and a tour of Verizon's Mobile Recording Studio Bus. Winners will be selected through various local promotions in each participating tour city.

Customers who subscribe to V Cast Music with Rhapsody (see story), Verizon Wireless' music subscription service that includes a library of more than 5 million songs, and purchase full-song Jonas Brothers' titles over-the-air are able to download the master copy of the songs to their PCs free of digital rights management software that restricts how and where music can be played.

In April, Verizon sponsored British singer-songwriter Natasha Bedingfield's 20-city U.S. tour. The carrier also gave out mobile tickets and ran a duet contest, where fans created 30-second video and audio clip for song "Pocket Full of Sunshine," then submitted video online. Ms. Bedingfield judged the entries and selected one to perform a duet live onstage with her.

Ms. Bedingfield has also partnered with LG Mobile Phones and is donating a live version of her song "Angel" to create an exclusive ringtone to benefit VH1 Save The Music Foundation. The ringtone can be purchased for $2.99 and will be available through September 28 at save.vh1.com. Consumers can also text SAVE to shortcode 66555 to purchase the ringtone.

In March, Verizon sponsored country crooner Keith Urban's tour, again offering free mobile tickets. The carrier launched a song ID application on V Cast phones, and ran a promotion related to the tour and the app.

If consumers hear a song they like on the radio, they can hold their handset up to the speaker and it will automatically identify the song they're listening to and ask if they want to buy it and download it directly to their mobile phone.

Fans that used the song ID to discover and buy one of Mr. Urban's songs were entered to win a private backyard BBQ with Mr. Urban in Nashville. There were five winners and each brought nine of their friends for a total of 50 people.

"Each tour promotion has a nuance that's unique to that artist," Ms. Raney said. "It's all part of our effort to reach out to young people and people who love music."

The Burning Up tour includes support from the Jonas Brothers' Disney Channel "Camp Rock" cast-mate and friend, Demi Lovato, who will be making special appearances at participating Verizon Wireless Communications Stores.

In-store appearances, mobile recording studio bus, winners can meet Jonas Bros, autographs, backstage tour and tour of bus. They can record on the bus, to download video to V CAST, editing and sending to V Cast, behind the scenes on the bus.

"Obviously this reaches a younger demographic, since teens and tweens are the Jonas Brothers' main audience," Ms. Raney said. "This group is unique, in that you're not going to reach them through traditional newspaper advertising, and mobile is one more avenue for us to reach that segment.

"It's the music they love," she said. "From a business perspective, you have to speak the language and go where those customers live and spend time and that's with their music."