Aug 16, 2005 6:07 AM, PROMO Xtra

SMS messaging is proving quite a buzz for fans of the Backstreet Boys concert tour this summer, as well as generating revenue for the group.

During the Never Gone Tour, which kicked off July 22, fans can send text messages to the group, which the pop band reads and posts on an overhead screen at the shows. Fans can also send a short-message code and receive behind-the-scenes footage from the tour.

Attendees at the July 30 show at Jones Beach in Wantagh, NY, show sent 1,637 text messages. Through Aug. 10 the promotion generated more than $25,000 in sales for the boy band, which is sponsoring the SMS promotion, according to Chicago-based Vibes Media, which handles the promotion.

"We look at text messaging as a way to help the Backstreet Boys connect with their fans," said Vibes Media CEO Alex Campbell in a statement. "Text messaging has always been recognized as a valuable tool for carriers and consumers, and we are thrilled to be able to take it to the next level with premium messaging."

On-stage and at-venue signage alerts concert-goers to send their messages for the Backstreet Boys to the shortcode 36888. The signage also lets fans know that by texting the word "PEEK" to the same shortcode, they will receive live pictures of the band directly to their phones. Fans are also alerted about their text options through the Backstreet Boys Web site (Backstreetboys.com).

All messages sent to the Backstreet Boys cost $2.99 each.

The in-concert promotion runs through the Sept. 13 show in Montreal, the last day the Backstreet Boys' tour in North America. The U.S. leg hits other cities, including Pittsburgh, Chicago, Las Vegas, Phoenix and Minneapolis. The European leg of Never Gone starts Sept. 28 in Stockholm, Sweden, and concludes Nov. 11 in Lisbon, Portugal.

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