Through a deal with travel company Roadies, the company will take nine social media influencers across the southwestern U.S. on a reinvented “classic American road trip” in a rock-star-style tour bus.
The influencers will travel overnight and spend their days exploring and posting on social media about their experiences while wearing College Vault products. The College Vault collection consists of products with historical logos from IMG partner universities and colleges.
“As we work to develop innovative ways to elevate the collegiate brands we represent, this one-of-a-kind experience allows us to take two classic concepts—the old-school road trip and vintage college logos—and make them new and cool again using social media influencers, which have proven to increase results significantly more than other forms of digital marketing,” says Nicole Armentrout, vice president, marketing, IMG College Licensing. “This fun, content-rich program provides a unique platform for reaching the fans of our partner institutions, who want to be stylish while showing their school spirit.”
The bus will depart from Las Vegas and will make stops at the Grand Canyon, Joshua Tree and Palm Springs, Calif., with a final stop in Los Angeles.
Participating influencers represent University of Alabama, University of Florida, University of Minnesota, University of Mississippi, University of Missouri TCU, University of Tennessee, Texas A&M University and Texas Tech. The influencers were selected based on their social media follower count, engagement, fashion integration and interaction with IMG College Licensing partner institutions.