LAS VEGAS -- Wrigley's Orbit and Western Union are using Velti plc technology to run mobile marketing campaigns that promote both brand and product offerings.

The Velti marketing platform will help Wrigley's and Western Union build loyalty with mobile consumers. The campaigns are running in the United States and Europe.

"What we're interested in running is not just promotions that die," said Alex Moukas, CEO of Velti, London. "We want to make sure we build very loyal communities and we provide different services to these communities."

The Wrigley's Orbit campaign includes texting a unique code and participant's name to enter a sweepstakes contest. The campaign will focused on growing sales and forming long-term relationships with customers via weekly quizzes for bonus points in the sweepstakes.

The final drawing will be completed at the conclusion of the campaign.

"The challenge for a brand such as Wrigley's is that they're addressing a demographic that's hard to reach," Mr. Velti said. "They're primarily interested in keeping in contact with their consumers in a long-term way. They're running coordinated with other media."

For its part, Western Union will use Velti's messaging platform across its global network of affiliates to update its existing customers with messages in their respective languages. The updates include special events and sweepstakes.

The Western Union campaign will soon expand into a collective community where customers can accumulate points and win prices based on their frequency of Western Union transactions.

Both marketers rely on several other services from Velti. The mobile offerings include coordinated buys on mobile media sites, landing page, community-type of campaigns, couponing and text-to-win sweepstakes.

Velti's platform will let Wrigley's and Western Union monitor and tweak their campaigns in real time. Velti is working with wireless carriers to execute these campaigns.

"We're experimenting right now with blu-casting," Mr. Moukas said. "Essentially with a very opt-in database, we can essentially mine that for continuing campaigns."