Forging even stronger bonds between country music fans and RAM Trucks.

Marketing Platform that Reaches the Heartland

CHALLENGE:

RAM Trucks wanted to drive awareness and further integrate the brand into the country music space.

SOLUTION:

Align RAM as the official truck of the Academy of Country Music Awards on CBS for 6 years including activation on site in the host city (’10 -’14 in Vegas and ‘15 in Dallas).

  • Powered the ACM Entertainer of the Year vote (’10 -’14)
  • Secured country music talent Jake Owen (’10), Luke Bryan (’11), Craig Morgan (’12), Thompson Square & Easton Corbin (‘13), Randy Houser & Easton Corbin (’14) and Thomas Rhett (‘15) to serve as the official RAM ambassadors for radio, TV and online press and onsite events
  • On-air radio programming & onsite promotions with 90+ Cumulus stations (‘10-’14) and a national radio sweeps with 10 key Ram markets for a chance to win a ACM Awards fly-away (’15)
  • Inclusion in the CBS telecast (’10-’15) and GAC “ACM Awards RAM Red Carpet” show (’10 –‘14) with spots, bumpers and in-show integration.
  • Themed support for RAM’s Year of the Farmer (’13) initiative, The Next Crop project (’14) and the Miranda Lambert Partnership (‘15)
  • In ‘14 and ‘15, G7 hosted 300+ national Ram dealers and guests during the ACM Awards Experience weekend as part of an exclusive incentive program with access to sold out tickets to various ACM Awards events including a private RAM Country Concert featuring Easton Corbin (‘14) and Thomas Rhett (’15) with the live show streamed on Yahoo! RAM Country
  • GPJ executed on-premise Ride & Drive event (’12-‘14) and had many onsite activation footprints in ‘15 at the ACM Party for a Cause festival which was held 3 days leading up to the Awards
  • In ‘15, Ram broke a Guinness World Record for the largest parade of pickup trucks which drew major PR and media coverage/results

RESULTS:

The ’15 ACM Award show was held at AT&T Stadium in Dallas, TX with 70k attendees and 15M+ viewers, the ‘15 radio sweepstakes had a 4.2M estimated cume audience and the national Dealer program in ‘15 resulted in an 18% growth in 4th quarter sales and 36% increase in sales YOY.

RAM has renewed sponsorship rights for the ‘16 show.