Dukesfest, an annual event focused on the popular television series Dukes of Hazzard, is turning a sharp corner this year and adding something new to its marketing mix -- mobile.

Mobile marketing company Air2Web is helping connect more than 100,000 Dukes fans with the TV series at the event June 28-29 in Atlanta, GA. Fans can text DUKES to 26161 during the event to enter to win Dukes of Hazzard prize packages such as autographed DVDs, lunch with some of the show's favorite characters and other Dukes memorabilia.

"The strategy is to build a database of Dukes fans," said Doug Benson, director of marketing at Air2Web, Atlanta. "We are going to give attendees several different options on submitting their information -- traditional options such as sending their info in and a text-in option.

"We are testing the waters to try and figure out what medium is going to be used the most," he said. "I suspect that people will be more open to texting in, instead of walking around searching for the form to fill out and send in."

Sweepstake participants receive a confirmation email after they text in. Once added to the database of interested mobile subscribers, winners are randomly selected and notified via text message.

"Regarding the mobile initiative, we're looking at ways to get a high volume of responses," said Richard Mix, planning coordinator for Dukesfest. "We feel that establishing a mobile component will allow for immediate and high number of responses as well as fast turn around. I know from past experience that people tend to forget to mail in a form or stop by a booth, with mobile, it gives people the opportunity to respond right away."

The Dukes of Hazzard campaign starts June 30. Fans have to buy tickets to attend Dukesfest.

The prizes consist of merchandise not available at the show to get people excited about the sweepstakes aspect of the event and opt in.

For example, during the event there will be a cameraman walking around capturing some of the stuff going on. A DVD will be created and offered to the mobile subscriber base. The winners of the sweepstakes will receive this free DVD signed by the stars of the Dukes of Hazzard.

The TV series is about two cousins living in the fictional Hazzard County in Georgia. The two race around in their 1969 Dodge Charger, trying to avoid the corrupt county commissioner and his county sheriff. They often found themselves in comical situations.

"The event expects to attract more than 100,000 people and the goal is to capture lead information from fans to be able to get in touch with them later about promotions," Mr. Benson said.

Essentially, the database will be tapped to send them Dukes-related videos.

Air2Web offers marketers the tools and technology to promote brands, products and services. The firm has crafted mobile programs for brands such as The Weather Channel, Procter & Gamble, Starbucks, Traffic.com, AT&T and UPS.

"We are providing the technology that powers the mobile marketing, from the minute they pull out their phone," Mr. Benson said. "We manage the follow-up message to the individuals and we maintain the servers and the database."