Right Guard Plots ‘VW Van’ Live Gigs
Right Guard is running an experiential drive centred on a series of music gigs held in a vintage VW camper van Called ‘The Off-Guard Gigs’, the promotion, which has been created by Touch DDB and Tribal Media and is aimed at 25- to 44-year-old men, will run in association with Yahoo! Music during the summer festival season.
Three winners of a monthly competition on the Right Guard- sponsored Yahoo! 24-hour music festival guide website will be invited to watch a gig in the camper van and sample the deodorant.
The work also involves the creation of a mobile WAP site, while a documentary about the restoration of the 1965 VW van being used for the gigs is being seeded online.
The first gig features the Guillemots. The winners of the chance to attend the event will also be able to interview the band, creating content for the Yahoo! website.
Copyright Haymarket Business Publications Ltd. Jun 25, 2008
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