To boost its brand awareness among women, Play.com will have a brand presence at each of the venues, while online it will host a series of exclusive short films, featuring edits of the live performances and footage shot backstage.
In addition, Play.com customers will be able to purchase exclusive formats of the new single Said It All and exclusively pre-order a Play.com version of the live tour DVD. Play.com customers will also have access to video content, back stage exclusive footage and music downloads for free.
Play.com will be giving away tickets to the sold out tour, as well as money-cant-buy access to a pre-tour show, the band's final dress rehearsal before opening night.
In advance of the tour, ticketholders will receive a 10% discount on all Take That merchandise bought from Play.com, and credit card style discount cards, personalised to each of the tour dates, will be given out by promotional teams throughout the tour.
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