Total Nonstop Action Wrestling is experiencing its highest weekly viewership since the professional wrestling outfit debuted in 2004. Now competing with rival promotion World Wrestling Entertainment, TNA is stepping up efforts in mobile marketing in an aggressive endeavor to do what the company still hasn’t accomplished – pinning WWE in overall viewers and popularity.

As a key component of its multichannel marketing strategy, TNA is giving mobile marketing a shot by utilizing Knotice Ltd.’s on-demand Concentri software. While many wrestling fans say WWE lags behind on a strong mobile presence, TNA is picking up the slack with this new effort which will allow wrestling fans to receive “text blasts” on their mobile devices regarding TNA events, discount codes for tickets or merchandise, interactive contests and promotions, voting for matches, and, most importantly, exclusive news and video content.

“It will create a better one-on-one connection to address our fans’ wants and needs,” says Dan Stevenson, director of marketing at TNA. For the promotion, this latest mobile marketing effort will help cultivate and further cement the loyalty of their user database, which is already believed to contain the names and contact data for greater than 100,000 TNA wrestling fans.

TNA Entertainment LLC, which recently acquired the performance services of legendary wrestler and former WWE and WCW star Hulk Hogan, produces Thursday night’s “TNA iMPACT!” on Spike TV.