EMI use digital or viral marketing campaigns all the time. Thunder haven't struck on something remotely new or groundbreaking.
The majors are well aware of and use the mobile phone systems to launch their acts, new and established.
Whether it be Robbie Williams or guys like Seth Lakeman, EMI know all too well the benefits of using the WAP companies to promote their artists.

Do you really think EMI are missing the money Thunder are getting from their current campaign? Even if it's £100K it's a very, very small drop in the ocean when you hold it up in comparison to the revenue strains generated by the likes of Robbie, Coldplay, etc, etc...

Their distributor (Universal in this case) have paid HMV to 'tag' the ads, marketing isn't rocket science. HMV (and any other retailer) 'tag' these ads because they are paid to.