RAM Truck Brand’s Zac Brown Band “Letters for Lyrics” campaign

*Gold Ex Award Winner (2011)
*Billboard Concert Marketing & Promotion Award Nominee (2010)

CHALLENGE:  To utilize music to promote the RAM brand among an audience that valued family, stability, a strong work ethic and the service of the U.S. military abroad – a cause also important to the RAM brand’s All American DNA.

SOLUTION:  In partnership with the Zac Brown Band (ZBB), G7 conceptualized the “Letters for Lyrics” campaign - which offered a free ZBB compilation album in exchange for every letter written to someone serving in the U.S. military abroad.  “Letters For Lyrics” featured three main elements:

1. “Breaking Southern Ground” compilation CD featuring tracks by ZBB and other artists on the Southern Ground label was exchanged for hand-written letters delivered to RAM dealerships, ZBB concerts and additional RAM events
2. RAM made a donation to the Soldiers' Angels non-profit with every download of the campaign’s theme song “Free”
3. ZBB’s U.S.O. documentary, “For Those Who Serve,” was hosted exclusively on RAMtrucks.com

RESULTS:  Nearly every U.S. soldier serving in Iraq and Afghanistan received a letter from home as a result of the program and hundreds of thousands of letters were physically dropped off at RAM dealerships nationwide.  Additionally, ZBB's campaign’s theme song, “Free,” became a #1 Billboard Country hit single.