AT&T to back Vans Warped Tour

AT&T Inc. is again backing the Vans Warped Tour with a host of mobile and interactive promotions.
The tour, which kicks off a 42-city trek today in Pomona, Calif., features a sponsored area where music lovers can upload photos to their AT&T phones and send images as a multimedia message, create 30-second ringtones by downloading full tracks to their handsets, or compete in Guitar Hero Mobile competitions.
AT&T is promoting the tour with text alerts and is sponsoring backstage acoustic performances in six cities.
“Our sponsorship . enables us to offer a total mobile experience for our customers,” said Patrick Burns, who oversees national marketing for AT&T’s wireless unit. AT&T Mobility (then Cingular Wireless) last year backed a promotional tour from hip-hop artist Jay-Z as part of its Sounds Live concert series, while Verizon Wireless has teamed with artists including the Fugees and Bon Jovi to make live performances available to mobile users.