LUKE BRYAN LISTENING BUS

OBJECTIVE

In an effort to promote and maximize exposure for Luke Bryan’s 2017 album, What Makes You Country, REACH worked with Universal Music Group to design a mobile activation that would engage consumers for the week leading up to the album release.

STRATEGY

The activation consisted of a Luke Bryan-wrapped tour bus that gave fans the opportunity to pre-order the album and subsequently listen to it on the new Beats Studio3 Bluetooth Wireless headphones on the tour bus. REACH curated the bus interior to embody the environment of the album, allowing guests to connect and feel fully immersed in the world of Luke Bryan. REACH routed the bus and executed the activation at seven tour stops including college and professional football, baseball and hockey games as well as a few retail locations.

RESULT

Fans loved getting to listen to Luke’s album before anyone else while engaging with his lifestyle. On the day of the album release, guest who participated in the pre-order listening experience received a physical copy of the record in their mailbox. The activation delivered authentic engagements and exponential album sales for Universal Music Group.