Ram Trucks + Chris Stapleton | Traveller
Pieces of Digital Video Content
Media Outlets Reached
For the last seven years, G7 has been the RAM Trucks’ collaborative partner in creating marketing programs that connect the brand to consumers in the country music space. This relationship has yielded robust campaigns around the Academy of Country Music Awards, A-level and emerging artist partnerships, owned music events, paid media, music videos, original content, PR and cause related initiatives. Always on the look-out for the best organic fit for the brand, G7 identified Chris Stapleton as the perfect fit, well before the release of Grammy Award winning album, Traveller, which vaulted Chris into the upper echelon of the music world.
Year one of the partnership focused on content. Ram created Traveller Series, focused on Chris, multi-generational relationships and the Ram lifestyle. Stapleton’s version of “Waltz Across Texas” served as a backdrop to a beautiful spot used in the truck's battleground state of Texas. Stapleton also served as Ram’s brand ambassador at Academy of Country Music Awards, making appearances and speaking on behalf of the brand.
For year two, the focus turned on giving back to the community. Chris was pivotal in helping launch Ram’s owner grassroots volunteer network, Ram Nation, through compelling content, PR, traditional and social media.
Coming off two big Grammy wins, Ram brought Chris Stapleton back to his hometown to tell the story of his high school days and partner with Ram Nation. We created a surprise moment at his alma mater, where Stapleton and Ram Nation volunteers used their trucks to build an outdoor theater on the campus of Johnson Central High School and deliver $50K+ musical instruments to its students. Chris performed for students and the community that evening as part of the “Ram Trucks Hometown Concert” series.
The footage of the volunteer effort and concert was edited into a :60 spot aired during the CBS telecast of the 51st Academy of Country Music Awards. CBS Sunday Morning highlighted several moments from the program as well. The campaign was covered by Rolling Stone among hundreds of other outlets, garnering 100M+ impressions as well as driving significant traffic on Ram digital and social channels.
It was such a great story that G7 and RAM packaged it up with similar efforts from Darius Rucker and Brett Eldredge and pitched it to CMT as a one hour special called CMT Hometown Heroes Powered by Ram Nation that aired in Spring 2017.