RAM Letters for Lyrics
Ram Trucks commissioned GPJ to help the brand demonstrate their dedication to national goodwill. In response, GPJ developed a letter-writing program to U.S. soldiers called “Letters for Lyrics” in partnership with Zac Brown Band.
The program encourages participants to give special thanks to stationed troops by giving an exclusive compilation CD titled, “Breaking Southern Ground,” to those who write a letter to a U.S. soldier. The CD features three new songs as well as music from artists signed to Zac Brown’s label. The goal is to deliver one million letters in return for one million CDs.
“Letters for Lyrics” also includes an online hub - documentary footage from Zac Brown Band’s USO Tour will premier on a dedicated RamTrucks.com website where new episodes will be posted throughout the program. In addition, their latest single, “Free,” will be available to download for the first 100,000 fans; for each download, the Ram Truck brand will make a donation to a designated charity.
“Letters for Lyrics” kicked-off its national campaign with a 30-second “Letters for Lyrics” teaser spot, featuring the Ram Truck brand and Zac Brown Band, which debuted during the Academy of Country Music Awards. The program lives in conjunction with the Ram Heavy Duty Truck launch, making it one of the most comprehensive marketing and advertising programs developed for Ram Trucks.
