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“The viral, interactive attributes and the potential to become a part of the permanent artwork at Moe’s makes this promotion exceptionally engaging for our guests,” says Joel Bulger, vice president of marketing for Moe’s. “This is great way to encourage our fans to truly become a part of our brand and to use social networking in way that we have never done before.”
For those who don’t look like a dead musician, Moe’s is providing the “Rock Your Face” Web site, which features a photo uploader that allows visitors to put their faces on those of rock stars from a variety of musical genres and share the images with friends via e-mail and social Web sites.
The Moe’s Dead Ringer promotion features exclusive “merch,” with proceeds going to a good cause. Moe’s will donate all proceeds of Dead Ringer t-shirts and Moe’s guitar picks purchased online to the VH1 Save the Music Foundation, a non-profit organization whose mission is to restore instrumental music programs in public schools. This is the first of several Moe’s programs to benefit the Foundation.