EVENTS & PROMOTIONS: MOUNTAIN DEW, HIP-HOP TITLE TAKE TO ROAD WITH SODA, CDS

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Marketer: The Source; Pepsi-Cola Co.'s Mountain Dew.

Effort: The Source/Mountain Dew All-City Hip-Hop Van Tour 1997.

Agency: Handled in-house by The Source, New York.

Twist: Hip-hop culture magazine The Source, a leader in grass-roots marketing, launches its biggest effort yet with a summerlong traveling promotion co-sponsored by Mountain Dew. Seven vans dispensing Mountain Dew samples plus music compact disc giveaways started roaming the country this month; the CDs are provided by a variety of co-sponsors, and the van's audio equipment is supplied by co-sponsor Pioneer Electronics.

Vital statistics: The tour will visit 13 major markets. CDs and other prizes will be given away in local radio promotions throughout the tour, which ends in October. Supporting sponsors include Motown Records, Street Life/All American Music Group, Priority Records, Select Records, EMI Records, Bad Boy Entertainment, Death Row Records, Relativity Records, Surrender/Def Jam and Penalty Recordings.

-kate fitzgerald

Kate Fitzgerald edits Events & Promotions. Reach us by fax at (312) 649-5331 or e-mail address K8FITZ@aol.com.

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