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Lucky Brand Hits the Road

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Lucky Brand Jeans has hit the road this summer with their Denim Highway rock-n-roll tour.  A group of Lucky Branders are traveling across the country in '1949 Flexible Bus' that has been updated into a vintage-inspired high-tech lounge.  All of the bus’s restoration was completed at Galpin Auto Sports, which is best known for working on MTV’s “Pimp My Ride.”  The pimped out bus is making stops at a variety of music festivals, including Lollapalooza, Bang, and Austin City Limits.  Besides music festivals, the tour also hits other hot events like the Boston Harbor Fest and the Phoenix Grand Prix.

This ambitious marketing effort kicked off in mid June and runs fro six monthst.  Lucky Brand is breaking away from the traditional media efforts of print ads used by most of its competitors in favor of a much more grass roots feel. You should check out DenimHighway.com to see if the bus is heading to your hometown.

In my opinion, this experimental marketing campaign fits perfectly with Lucky Brand’s laid back, non-conventional image.  What do you think of Lucky Brand’s marketing idea?

 

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