Lucky Brand Jeans is pounding the pavement in a new marketing campaign designed to boost its brand and promote new store openings.
The company is traveling to music festivals and events in a tricked out 1949 Flxible bus to hype up its clothing line. As part of the tour, visitors can take pictures of their friends and load the images onto rock-‘n-roll themed posters, try on clothing and meet the people involved in the music events.
In addition, film producers will shoot content on the bus to produce Webisodes and at each of the 40 to 50 stops. The Webisodes will be available at DenimHighway.com. The site also includes an interactive map with tour locations and a blog.
The tour kicked off last week in Los Angeles with a party at the Lucky Brand Jeans headquarters.
“The whole tour is inspired by music and rock ‘n roll,” said Darren Paul, managing partner, Night Agency, which is handling the interactive components of the tour. “We want to create a lasting impression with audience.”
The tour, in part, is designed to drive trial and awareness about the apparel company, which is set to open 45 new stores over the next 18 months. Stops include Lollapalooza, Bang, Austin City Limits and Voodoo in New Orleans, the Boston Harbor Festival and the Phoenix Grand Prix.
Lucky is also offering an online sweepstakes at DenimHighway.com for a chance to win a $500 shopping spree.
While online media supports the promotion, Lucky Jeans is heavily promoting the tour via word of mouth, local events and PR. Mobile Media manages the bus for the tour.
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