Shining a light on an American tradition for RAM Trucks.

Country Music’s Easton Corbin Connects with FFA Members

CHALLENGE:

Launched during the Super Bowl with a two-minute Paul Harvey narrated “So God Made a Farmer” commercial, the Ram Truck brand declared 2013 the “Year of the Farmer”. G7 was tasked to bring Ram’s Farmer initiative to life with a multi-pronged campaign designed to bring national attention to the spirit and hard work of the American farmer.

SOLUTION:

Aligning with former Future Farmers of America (FFA) alum and country music artist, Easton Corbin, G7 created a national FFA grassroots campaign that included the following elements:

  • Corbin visited 12 key Ram/FFA markets from August-December ‘13 to perform private concerts followed by Q&A’s with FFA students, teachers, volunteers, press and local Ram VIP guests.
  • Partnered with Corbin’s record label, Universal Music Nashville, to create an entertaining behind the scenes web series to showcase Corbin’s Ram-powered FFA concerts and first single “All Over the Road”. UMG syndicated the videos across multiple channels including VEVO, Corbin’s website and social media. Extending the partnership to Corbin’s second single, a Ram truck was organically integrated into Easton’s “Clockwork” music video garnering 1.7 million views and counting.
  • G7 organized an Easton Corbin appearance and performance at the National FFA Convention where Easton, alongside Ram CEO Reid Bigland, presented Ram Truck’s $1M FFA donation.
  • A sweeps offering trips to the 2014 ACM Awards where winners were treated to an invitation only Ram Country Concert featuring Easton Corbin. Promoted across CBS Radio, Country Weekly and Ram/Corbin socials and website, G7 worked with Ram to invite hundreds of Ram Commercial sales leaders and have Yahoo! film the show for a live stream special.

 

RESULTS:

The campaign generated over 20M+ impressions including 10,000 “All Over the Road” webisode views and 1.7 million “Clockwork” music video views. The ACM Awards sweeps generated 170,000+ entries and 5,500 guests attended the concert in Las Vegas.