Parlophone said the change, which will allow Allen's fans to download an animated screensaver to their mobiles, will optimise mobile ad spend by "only paying for active click-throughs to Lily Allen's online store".
Dan Duncombe, digital media manager at Parlophone, said: "By pushing people towards Lily's interactive, loyalty-based Wap site, we can capture data for future marketing as well as offering commercial content."
Duncombe added the click-through scheme was in keeping with the digital and viral growth of her music, which resulted in her creating a substantial word of mouth following on her MySpace before her debut album 'Alright, Still', topped the UK charts last July.
Parlophone has also used MSN Messenger icons to promote her music across the youth market, making her the first UK artist to have her own specially designed emblem.
The singer also promoted her work through a series of mobile concert screenings for 3 Mobile last autumn.
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