Target Audience: Beginner guitar players, age 18 to 25. 

Communication Opportunity: To convince young men that by playing Fender guitars they can be a part of the Fender lifestyle. 

Digital component includes an "Autograph Kiosk" that would be placed at concert venues, music festivals, music stores, etc. Users can create their own autograph decal for their guitar case or their guitar itself at the kiosk. Not only can they print the decal right at the kiosk, but they can share it on social media outets like Facebook, Twitter, and Instagram.