Lucky Takes to 'Denim Highway'

NEW YORK Lucky Brand Jeans kicked off its most ambitious marketing effort of the year this week that mostly skips over glossy print ads and other traditional media that are the staple of bigger competitors.

Instead, Vernon, Calif.-based Lucky is going the nontraditional route with a six-month experiential campaign melding events marketing with digital broadcasting. “Denim Highway,” created with Night Agency, New York, centers around a tricked-out Lucky bus that will travel across the country to venues like music festivals, offering fans the chance to experience the band through custom jeans fittings, free swag and, of course, tequila shots.