Effort: CTN's Spring 2002 Music Binge Tour
Agency: In-house; tour executed by U.S. Concepts, New York, N.Y.
Twist: For its third annual spring tour of major college campuses, College Television Network is taking the band Smash Mouth on the road to 10 major colleges and universities, expecting to reach an estimated audience of 72,000. Best Buy returns as presenting sponsor; Procter & Gamble Co.'s Clairol also repeats as an associate sponsor. Other new associate sponsors include Levi Strauss & Co.; Universal Home Video; Encare contraceptives and the U.S. Army. Sponsors will participate in the tour's Activity Village, where they will offer free product sampling and demonstration.
New this year: CTN is staking out a spot on the beach in Panama City, Fla., during the first week of April with ongoing entertainment. Sponsors of the beachfront venue are Wm. Wrigley Jr. Co.'s Big Red; Unilever's Slim-Fast; tennis-shoe maker K-Swiss and Clairol.
Vital statistics: Tour begins March 25 and runs throughout April; at least one additional band will join it. Admission is free on most campuses.