MTVU's Campus Invasion Tour returns Oct. 20 with a new sponsor, Dove Go Fresh, that will be an integrated part of the music festival. The female deodorant and body mist will be represented by two of its official DJs, Diamond Kuts and Chelsea Leyland, as opening acts for a lineup that includes We The Kings, Chiddy Bang, Jason Derulo, Jay Sean and Fabolous.
The female DJs are the latest part of a multi-pronged partnership, as first reported by the New York Times in August, between MTV and Unilever's portfolio of Dove products, which includes Dove Go Fresh Rebalance Deodorant and Body Mist.
"We worked with MTV to bring these DJs to the forefront so we could show that real women have the power to inspire and set new trends," Mike Dwyer, marketing director for Unilever's U.S. deodorant brands, said in a statement. "We are excited that these DJs are not only trendsetters in music and fashion, but that they also have helped us put our products to the test - literally - in some of the hottest clubs and events across the country. We think it's cool that Dove Go Fresh Deodorant and Body Mist are 'DJ approved.'"
Dove will also have a sizeable presence in MTVU's interactive village at each event, sponsoring a Go Fresh Remix Lounge where students can take DJ lessons from a Scratch Academy instructor and take home a special mix on a USB. And to support its Fresh Spin video series with MTV, Dove will also give away prizes through a mobile app created by augmented-reality specialists GoldRun.
Campus Invasion will be making stops at Kean University in Union, New Jersey, on Oct. 20; the University of North Florida in Jacksonville, Fla. On Oct. 27; Wayne State University in Detroit on Oct. 30 and 31; and Southern Illinois University in Carbondale, Ill. on Nov. 3. We The Kings and Chiddy Bang are scheduled to appear on all dates, while Fabolous will only perform at the Oct. 20 concert and Jay Sean and Jason Derulo will only be on the bill at the Oct. 27 concert.