Upon taking possession of their new summer accessory, consumers found attached hangtags promoting the Dell Summer Rocks Sweepstakes--which will award 10 pairs of tickets to the Austin City Limits Music Festival in Dell's hometown, Sept. 26-28.
The Austin event, in turn, is just one of six music festivals that are part of the Dell Summer Rocks Tour. And it's all part of the push for Dell's new Studio laptops, which are themselves available in more than 10 color combinations.
Dell, via indie agency Mother, dropped its beach towels before 9 a.m. in New York (Central Park), Los Angeles (Griffith Park and Hermosa Beach Pier), Chicago (Navy Pier, Loyola Park Beach, Foster Beach), Miami (beach near Trump International), and Seattle (Madison Park, Matthew's Beach Park, Gasworks Park). In Austin, the drop was set to coincide with a lunch event at a Lake Travis restaurant. And Sunday afternoon, a final drop was planned in time for a concert by MGMT at Brooklyn's trendy McCarren Park Pool Parties.
In addition to Austin City Limits, the Dell Summer Rocks Tour, featuring an experiential geodesic Dell Dome, will visit Lollapalooza (Chicago, Aug. 1-3), Virgin Mobile (Baltimore, Aug. 9-10), Outside Lands (San Francisco, Aug. 22-24), Bumbershoot (Seattle, Aug. 30-Sept. 1) and Monolith (Morrison, CO, Sept. 13-14).
The outside of the Dell Dome will serve as a giant canvas for artist Mike Ming, whose designs also adorn the Dell Inspiron 1525 laptop. Inside the dome, Ming will create a new artwork at each festival, and will provide festival-goers with original airbrush tattoos. The dome also includes stations where festival-goers can create 20-track digital mix tapes from a menu of up to 100 songs; a hair salon, where stylists will create iconic rock star hairdos; and custom heat iron transfers for shorts, bags and scarves.
"The Dell Dome is a multimedia playground that celebrates self-expression and promotes sharing through art, music and design," explains Lisa Hassel, experiential marketing manager for Dell's consumer business. "The combination of technology and recreation adds unique depth and dimensions to the music festival experience."
Consumers can enter the sweepstakes and access an array of other features and downloads at delllounge.com/summerrocks.