People Magazine this week launches an expanded version of its People Live Tour that brings entertainment memorabilia to Wal-Mart parking lots.
The tour, now in its fourth year, will hit 30 Wal-Mart Supercenters over 15 weeks, starting July 28. Unilever’s Suave is presenting sponsor; other sponsors are Brut, Caress, Kodak, Mr. Coffee and Oral-B Pulsar.
The tour will display Grammys music memorabilia, on loan from The Recording Academy, and hosts a Grammy listening station. All activities feed into the red-carpet theme, from a mock screen test (visitors get a DVD of their audition) to an outdoor café and a music download party where visitors can choose tunes for a souvenir CD. Presenting sponsor Suave offers visitors celebrity-inspired hair styling; Kodak lets visitors pose by a paparazzi-studded backdrop for souvenir photos. Sponsoring brands will sample products; in-store demos support.
People touts each two-day weekend stop with an in-store campaign in nearby Wal-Mart stores. These viral efforts run for one week before each stop to drive local awareness and traffic. Pierce Promotions & Event Management, Portland, ME, handles the tour; its second year on the project.
People expects 75,000 visitors this summer, up from 70,000 last year, says spokesperson Evan Shapiro.
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