The everyday soundtrack to America’s longstanding love affair with the pickup truck is country music. Understanding this dynamic, GPJ and our sister agency G7 Entertainment Marketing created a proprietary music platform that united RAM Trucks’ vehicles with the hottest country music acts in a campaign called the “Road to RAM JAM.”
Based in the heart of the country music scene, Nashville, Tennessee, the Road to RAM JAM starring Zac Brown Band, Kellie Picker, Brantley Gilbert, Easton Corbin, and Billy Currington, was a year-long program that drove vehicle trials, turning fans into customers and customers into vocal advocates of the brand.
These artists were given RAM Trucks to use for the year as their personal vehicles. Through webisodes and social media commentary, they each produced original RAM Truck-branded content that reached an audience of potential customers.
For fans, following their favorite artist experiences online was easy through a custom Facebook app and artist blogs. Fans could listen to special edition records, and enter to win old-school style Hatch Show prints, or tickets to an exclusive invitation-only RAM JAM concert event in Nashville.
Fan winners, RAM employees and special customers, country fans and military guests had the VIP experience at the RAM JAM concert in Nashville. For those who could not be in attendance, we streamed it live on Yahoo!, archiving segments for fans to revisit their favorite moments.
In addition to the 850,000 page visits and more than 11 million social media impressions, RAM JAM raised $200,000 in truck auctions benefitting worthy charities and directly resulted in increased sales. These not too shabby results were recognized at the 2013 ExAwards, where the won 2013 Gold ExAward for “Best Proprietary Property (Consumer)”.