Mobile Tours: Lucky Jeans Rides the Denim Highway - Event Marketer

Mobile Tours: Lucky Jeans Rides the Denim Highway

Lucky Brand Jeans is touring the country this summer in a psychedelic bright orange and yellow 1949 vintage Flxible bus. The jeans brand is taking the interactive mobile tour called Denim Highway to music festivals and college campuses offering custom jeans fittings giveaways and tequila shots. After they try on the jeans visitors receive a size “prescription” that they can take to a Lucky store and purchase jeans at a discount.

The brand is filming all the action onboard the bus including interviews with musicians at the events. Stops include events such as the Boston Harbor Festival and the Phoenix Grand Prix summer hot spots like the Hamptons on New York’s Long Island as well as store openings in various cities. Visitors can go to to view the videos blog about the tour and of course buy jeans.

The eye-catching retro-inspired bus is decorated with zebra-print carpeting a lava lamp DVD player and two 12-inch subwoofers hidden beneath a black leather seat. Galpin Auto Sports which tricks out vehicles for MTV’s “Pimp My Ride ” outfitted the bus.

“Music drives the Lucky Brand ” John Lewis director-marketing for Lucky told Buzz. “We saw this as being the ultimate road trip. Instead of driving people into our stores we are taking the store to them.”  Agency: Night Agency New York City.


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