Premium junior denim brand Amethyst Jeans this week launched a campus tour that through Oct. 5 will give away thousands of pairs of free jeans ($25 to $48 suggested retail price) and other gifts on a swing through 11 colleges.
A 25-foot bright pink truck dubbed the Jean Machine, which is tricked out as a rolling jeans store and holds up to 800 pairs of jeans, parks outside the student union or dorm as street teams of four to five brand ambassadors spread the word across campus. Posters and ads in the college newspaper promote the visit. The brand also alerts student groups and sororities. In the past, the Jean Machine has visited the Vans Warped Tour and varsity cheerleading and dance competitions.
The college students are asked to “like” Amethyst’s Facebook page to receive a scratch-off card for a chance to win a pair of jeans, t-shirt, backpack or other gift. The first stop at the University of Connecticut generated 1,200 Facebook “likes” in one day.
“Live engagement with our consumer is very important to us,” Kim Rencurrel, director of sales and marketing at Amethyst, told Buzz. “One of our objectives as a company is to spend time and interact with our demographic. We learn what they like, where they live, what they like to do, what they need. That gives us design direction as well.” Agency: Campus Media Group, Minneapolis, MN.