Capitalizing on Mr. Madden's legendary fear of flying and his preference for bus travel to football games, "The Outback Madden Cruiser" has been devised by Momentum IMC, the events and promotions unit of McCann-Erickson Worldwide, New York.
McCann won Outback's $20 million account last January. The promotion is part of a multiyear sponsorship Mr. Madden signed with Outback this month.
Tricked out with Outback's kangaroo logo and graphics, the bus hits the highway July 1. It will transport Mr. Madden to sporting events this summer and fall, and will be used in ground-level fan contests, promotions and tailgate parties tied to professional and college football games.
Local radio supports the tour. Mr. Madden and his bus will also star in a TV campaign for the 327-store restaurant chain breaking later this summer.