Volvo Cars of North America and Virgin Entertainment Group, North America will put the spotlight on musical artists and the new Volvo S40 at tours to college campuses across the country.
Interactive villages set up at 18 different campuses on the tour will show off the S40’s features. XBox video game kiosks featuring Project Gotham Racing , incorporate the S40 in the game. Visitors get a CD of Volvo messaging and new music from up and coming artists. A link takes viewers to the new Volvo S40 Web site.
The Virgin College Mega Tour kicked off last month at Virginia Commonwealth University in Richmond, VA and ends April 30 at Niagara University in Niagara Falls, NY.
The partnership includes in-store displays at various Virgin chain locations and daytime and nighttime drive sessions.
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