Camp Rock 3
Bus tour & premiere
The Brief
Create a summer-long scalable activation that delivers high-impact PR and meaningful fan engagement, tapping the nostalgia, music, star power and fandom synonymous with the Camp Rock franchise.
With the Jonas Brothers and Demi Lovato returning in a fresh, music-driven chapter, the campaign had to honor the series’ legacy while amplifying the new energy and talent at the heart of the film.
The Approach
The bus is the anchor. The iconic bus from the film went out IRL — a traveling system that popped up around it at every stop.
Music tour energy meets summer camp. Less brand activation, more band pulling in and turning a parking lot into something memorable.
Light, modular, repeatable. Scaled from one-hour street stops to Lollapalooza without losing its core feel.
Drive to the party. Coast-to-coast momentum took us to CMA fest, America250, Lollapalooza, the Camp Rock 3 Premiere, and a grand finale at D23.
BUS TOUR
ALL ROADS LEAD TO CAMP, The Route
Nashville → Charleston → Atlanta → Charlotte → Brevard → Roanoke → Morgantown → Pittsburgh → New Franklin → Cleveland → Detroit → Ann Arbor → South Bend → Libertyville → Chicago → Milwaukee → Davenport → St Louis → Kansas City → Oakley → Indian Hills → Denver → Zion → Beaver Dam → Las Vegas → Los Angeles → BURBANK PREMIERE → San Diego → Long Beach → ANAHEIM / D23
34
Activation Spots
Days on the road
9,90
Miles driven
19
States
43
PREMIERE
