May 15, 2009

By By Leila Cobo, Miami

Dr. Pepper has launched a traveling dance club called "Club 23," named after the soft drink brand's 23 flavors. The club is actually a 53-foot long semi truck with a resident DJ, DJ Nino, which will visit six cities in three states in the next several months. Overall, it will make 58 stops, mostly at public spaces and events, with each stop averaging eight hours.

The first stop is May 15 at Pizza Hut Park in Dallas. On May 17, it will stop at the Texas Ranger Stadium. Club 23 fits 75 people at a time and includes Wii stations, Halo stations and other interactive activities. The club and its music are geared toward bilingual, bicultural Hispanics, and a companion Web site, Vida23.com, features information in English and Spanish.

The Club 23 program was created by entertainment company Eventus and by ad agency L?pez Negrete Communications.

Subscribe to Billboard magazine today!