O2 is banking on the popularity of the upcoming live stage production of The Lord of the Rings and is producing mobile content to tie-in with the production.
Through O2 Active, customers will be able to get advanced tickets through a dedicated customer service number, and are also eligible to attend an exclusive preview night for O2 customers only.
A mobile blog written by production and cast members will give insight to the behind-the-scenes goings-on, and of course, the obligatory exclusive ringtones and screensavers will also be available.
The Lord of the Rings stage production will debut on 19 June, with previews starting on 9 May. The show is based on the books, and has been launched to coincide with the 70th anniversary of JRR Tolkein starting to write the book.
Tickets cost from £10 to £60 for O2 customers, and are available from 0870 162 0290.