Bolt.com, a Web and wireless platform for teens and young adults, Friday launched its Ford Focus Sound Check Tour. The free music concert series is sponsored by Ford and the White House Office of National Drug Control Policy's Web partner Freevibe.com, and will appear in 18 cities nationwide.
Online and offline marketing components include Ford's introduction of its new edition Ford Focus ZX5 aimed at young car buyers. Bolt is also working with Freevibe.com to extend its "What's Your Anti-Drug?" awareness campaign via the "World's Longest Graffiti Scroll," which will travel with the tour and be submitted for Guinness World Records certification at the close of the tour.
An online and offline sweepstakes allows consumers to opt-in for entry and additional information. Bolt and Ford will compile the e-mail addresses to create a larger database of potential customers over the age of 18.
The concert tour kicks off today in Denver and runs through October 29, with the final stop in Seattle.