Pop icon Lady Gaga has teamed up with clothing retailer Vanity for a multichannel campaign that is using mobile to reach music lovers.

The campaign's goal is to drive awareness around the limited adition exclusive version of Lady Gaga's CD "The Fame." The promotion will run through June 30.

"In today's world, everyone has a mobile device -- it's the main way people are communicating, so it's important in our strategy to reach people in a way that is a part of their daily lives," said Lynda Stenge, president of Blanche Agency, Los Angeles.

"People use their mobile phones multiple times a day whether they are making calls, sending texts, downloading content, sending emails, etcetera -- they use their phones 24/7 as a means to communicate, so it was important that we included a text component to be a part of that daily activity," she said.

Blanche Agency, a marketing and promotions firm, created the campaign.

Vanity stores nationwide will be promoting calls-to-action for entrance into the sweepstakes, which gives respondents the chance to win a trip to see Lady Gaga live in concert and a meet-and-greet with the singer.

The winner also gets a $500 shopping spree.

Vanity in-store signage and bag stuffers will encourage shoppers to text the keyword GAGA to short code 50203.

Consumers can also enter to win at http://www.eVanity.com.

A text message was also sent to Vanity's current opted in mobile database with the text-to-win messaging and a "forward to a friend" component

"We want to reach consumers where ever they might be - online, on their mobile phones and other wireless devices, in stores -- and engaging them with an opportunity to win prizes tied to the fashion and music they love," Ms. Stenge said.

Vanity will promote both the CD and the sweepstakes online at http://www.evanity.com and through its social network sites on MySpace, Facebook and Twitter.

The limited edition CD will be sold exclusively at Vanity stores and will include a bonus track, Love Game.

Customers who buy the CD can also enter in a special code online for the chance to win daily prizes such as Lady Gaga items and Vanity gift cards.

"Most Vanity consumers and Lady Gaga fans are likely to have mobile phones, so it makes sense that we communicate with them through an important element of their lifestyle," Ms. Stenge said. "In addition, knowing that they can enter via text allows them to do so wherever they are and whenever they want which we believe is the key for this demographic."