A perfect blend of music and content connects RAM Trucks to fans.

RAM Trucks Concert Event
Featuring Zac Brown Band, Kellie Picker, Brantley Gilbert, Easton Corbin, and Billy Currington

* Gold Ex Award Winner (2013)

CHALLENGE:

Deepen RAM Truck’s connection to country music and its broad fan base.

SOLUTION:

G7 created a custom music campaign entitled, “Road to the RAM JAM” including a multi-artist music event, original digital content, national promotional sweepstakes, and cause-related overlays with integrated marketing support to drive awareness. The program included:

  • Artist-recorded branded content, which was featured on media partner websites, social networks, artist sites, etc.
  • Coordinated promotional efforts on 75+ country radio stations
  • Special edition vinyl records and Hatch Show print posters leveraged as prizing
  • Sweepstakes overlay to win 1 of 100 trips for 2 to the invitation-only RAM JAM 2012 concert in Nashville which also included a limited audience of artist fan club members, press, RAM VIPs and military guests
  • Dedicated www.RAMtrucks.com landing page, Facebook app, sweeps widget, RAMZone blog, artist blogs
  • GAC TV and national print campaign: Country Weekly, People Country and Parade print ads
  • Traditional and digital PR support targeting lifestyle media
  • RAM JAM Concert streamed live on Yahoo! with multiple archived video-on-demand segments
  • Charity truck auctions that will generate an estimated $200k+ in donations and millions of PR impressions
  • Dealership incentive program where RAM dealers throughout the Southeast were given RAM JAM tickets to reward employees and customers

RESULTS:

850,000 web page visits, more than 11 million social media impressions and over 600,000 sweeps entries with 5% increase in the number of entrants who opted-in to learn more about RAM.