Universal Studios Home Entertainment has launched a program that lets consumers sample DVD bonus features before buying, all from their mobile phones.

Starting Aug. 25 fans of Heroes and The Office can be the first to view exclusive extras of the upcoming releases by texting a code from their Sprint, T-Mobile, Verizon or AT&T phones.

"We are offering consumers the opportunity to sample exclusive DVD content from two of television's hottest shows while shopping in stores with the intent of positively impacting their buying decisions," said Hilary Hoffman, senior vice president of brand and digital marketing at Universal Studios Home Entertainment.

"Merging DVD content with cutting-edge technology is win-win for us in keeping our properties top of mind with consumers while at the same time advancing our strategic initiatives in marketing innovation," she said.

Universal Studios Home Entertainment is a unit of Universal Pictures, a division of Universal Studios.

The Office is a television sitcom airing on NBC created by Ricky Gervais and developed by Greg Daniels.

The sitcom is shot in a single-camera setup, without a studio audience and is made in the form of a documentary. It depicts the everyday lives of office employees in the fictional Dunder Mifflin Paper Company.

Heroes is a serial saga about people all over the world discovering that they have superpowers and trying to deal with how this change affects their lives.

Some of the superheroes who will be introduced to the viewing audience include Peter Petrelli, an almost 30-something male nurse who suspects he might be able to fly and Isaac Mendez, a 28-year-old junkie who has the ability to paint images of the future when he is high.

The sample and buy mobile feature is designed to enhance the DVD buying experience by giving consumers a taste of the exciting bonus content while they shop.

Integrating DVD content with emerging digital platforms is in keeping with Universal Studios Home Entertainment's strategic commitment to marketing innovation.

Research shows that bonus features are a driving factor in DVD sales.

Allowing consumers to sample DVD extras while shopping adds to the retail experience.

DVD packaging will prompt consumers to text a code to 62288.

In return, consumers get a text with a link to a mobile-optimized site where they can select to view a sneak peek from the latest seasons DVDs.

The call to action will also be promoted in print advertising, giving consumers the ability to watch the previews from their mobile devices anytime, anywhere.

For Heroes fans can text the keyword SNEAK to 62288 to see a 45-second look at a DVD bonus feature that takes them behind the scenes of the show.

For the Emmy and Golden Globe-winning The Office Season 4, mobile device users can text SCENE to 62288 to see a deleted scene available exclusively on DVD and via this promotion.

Standard rates apply. For T-Mobile, other charges may apply.

"Mobile provides us with a unique marketing opportunity to enhance awareness and break out of the competitive clutter," Ms. Hoffman said.

"Mobile is a rapidly growing category as more and more consumers choose to access content via their mobile devices," she said. "It provides the opportunity to place never-before-seen content at consumers fingertips and whets their appetites for the compelling offerings available on the complete Heroes S2 and The Office S4 DVD sets."