Strengthening Connections Between RAM Trucks and Country Music Consumers on the Road to the RAM Jam

 

RAM Trucks partnered with G7 to create a “Hometown Heroes” themed program featuring recent Grammy Award winning artist Chris Stapleton

OBJECTIVES:

  • Continued brand alignment with country music and marquee artists whom organically fit the brand
  • Create compelling content to distribute across TV, Digital, Social and PR channels
  • Help launch Ram’s owner volunteer network – “Ram Nation”
  • Tie efforts to CBS telecast of the 51st ACM Awards

SOLUTION:

  • Coming off two big Grammy wins, Ram brought Chris Stapleton back to his hometown in KY to tell the story of his roots, partner with Ram Nation to do good deeds and deliver multiple Ram Presents shows for the community (Concerts sold-out within 32 minutes of announcement)
  • Created a surprise moment at Johnson Central High School where Stapleton and Ram Nation volunteers delivered $50k+ musical instruments
  • Ram Nation volunteers using their trucks to store and haul gear built an outdoor theater on the campus of Johnson Central High School
  • Nearly every key moment was captured, edited and distributed as part of a comprehensive content plan

RESULTS:

  • A :60 TV spot featuring the effort premiered during the CBS ACM Awards telecast
  • CBS Sunday Morning program highlighted several moments from the campaign
  • The campaign was covered by Rolling Stone, People and hundreds of outlets garnering over 100M impressions
  • The content has performed well on Ram digital and social media channels
  • Ram + Chris Stapleton have made a lasting impact on the people of Paintsville, KY