At the Academy of Country Music's second annual Party for a Cause Festival in Las Vegas this past weekend, Ram sponsored a huge outdoor lifestyle show to celebrate all things related to country music. The event was a warm-up for the "ACM Awards" show (which aired April 6), with the big draws being multiple live music acts, the ACM Expo, real bullriding and mountains of barbecue.
We caught up with Marissa Hunter, global advertising director for Chrysler and head of the Ram Truck brand; she gave us a tour of the 25,000-square-foot Ram 1500 ride and drive area where anyone who could sign their name and answer a few questions could get a test drive over some short-track obstacles.
"We should be getting somewhere around 30,000 people attending this event over the four days we're here, and close to 2,500 people getting into one of our new Ram 1500s," Hunter said. "We find out what they think about our Rams before they get in the seats, then we ask them what they think after they get out … and if anyone wants more information, they can get info about dealers too."
She went on to explain that Ram's partnership with the "ACM Awards" dovetails nicely with Ram's plan to make connections with truck buyers who appreciate the benefits that a bed, payload and towing capacity can provide. "It must be working, because we just had one of our best months in almost a decade," she said, referring to the fact that Ram outsold the Chevrolet Silverado by some 285 units in March.
"We're a fighter brand, so we're going to keep pushing to our strengths with more exposure and more partnerships that make sense to our buyers," Hunter continued. Ram certainly got a lot of exposure last year in the Super Bowl when the "Year of the Farmer" ad debuted to both critical and industry buzz success.
"Our latest promotion is called 'The Next Crop Project,' where more than 100 of our dealerships will partner with the national organization of the Future Farmers of America — and for every Ram test drive that happens on April 26, we'll be donating $20 to the local [FFA] clubs," Hunter said. The program is designed to raise awareness for the almost 90-year-old youth organization while at the same time supporting the farming industry, she said.
Whether this type of program will help Ram continue to beat Chevy Silverado sales in the months to come remains to be seen, but here's the 30-second commercial (below) Ram debuted during the "ACM Awards" to announce the program.
To download the full press release, click here.
Images by Mark Williams, Cars.com