Balcom Agency

The Justin Bent Rail Boots campaign delivers 18 to 24-year-old customers by being their backstage pass to rockin’ country artists like Wade Bowen, Randy Rogers and Casey Donahew. At heart of it all is the Justin Bent Rail Player that allows music fans to watch exclusive live videos of their favorite bands on the road, backstage or in concert. Bands shoot videos on super cell phones and upload them directly to the player on JustinBentRail.com. Fans can also download the player to their MySpace, Facebook or other web pages.

The comprehensive campaign also includes packaging, hang tags, ads, downloadable desktops, point-of-sale posters, koozie-with-try-on promotions, gift-with-purchase CDs, Bent Rail merchandise and MySpace, Facebook, Twitter, YouTube and Blipfm social media platforms.