• by Amy Corr , Staff Writer @MediaPostOTL, July 2, 2007

Lucky Brand Jeans hopped on the "Denim Highway" in an effort to promote the opening of 45 retail stores within the next 18 months.

For the next 6 months, Lucky will travel the country in a 1949 Flxible bus/interactive showroom that was built, designed and pimped out by the crew of MTV's "Pimp My Ride."

Since rock 'n roll and denim go together like BQ at an outdoor summer concert, the bus will be visiting shows such as Lollapalooza, Bang!, Austin City Limits, and Voodoo in New Orleans.

The bus will also be found at the Boston Harbor Festival, Phoenix Grand Prix, the Hamptons and various colleges.

The "tour" bus drives traffic online to DenimHighway.com, a hub that will house original video, blogs, celebrity interviews, party pics and an interactive concert map where users can track the bus.

Night Agency created the campaign, which is also touted via in-store promotions.

The bus dons psychedelic paint on the outside and zebra carpet on the inside. This should go over well at the concerts.

The bus offers concertgoers custom jean fittings, limited edition T-shirts, Denim Highway stickers, guitar picks and branded water.

There's also a green screen to stand in front of to have your face superimposed on an iconic concert bill from the Fillmore Theatre. Concertgoers then receive a card where they can log onto denimhighway.com, retrieve their picture, print it out and send it along.

Be on the lookout for 30-40 webisodes that are being filmed and will reside online. "Life is a highway, I want to ride it all night long." And in comfort. Bring on the Flxible bus.