Nashville, TN (Top40 Charts/ Chrysler Group LLC) - RAM TRUCK wants viewers to become a "driving force" in their community with a new campaign debuting on CMT as part of the brand's sponsorship of CMT ARTISTS OF THE YEAR. Aligning with the network's pro-social arm CMT ONE COUNTRY, a series of custom RAM TRUCK spots debut both on-air and online today highlighting CMT ARTIST OF THE YEAR honorees - Jason Aldean, Lady Antebellum, Taylor Swift,
Carrie Underwood and
Zac Brown Band - and their efforts to inspire positive change. The RAM TRUCK and CMT are also hoping that these honorees will encourage CMT viewers to give back in their hometowns. The joint collaboration marks the first time CMT and RAM TRUCK have partnered on a convergent marketing campaign, and relies on the marketing and pro-social strength of both brands.
"Our hope is that these efforts will inspire Ram Truck owners and CMT viewers to set some of their time aside to volunteer within their communities," said Fred Diaz, President and CEO - Ram Truck Brand and Lead Executive for U.S. Sales, Chrysler Group LLC. "Social responsibility is a founding pillar of the Ram Truck brand. Whether it's spending time working with a local organization or a community outreach program, the time given is always needed and appreciated."
"This custom-made partnership marks the first time that CMT and RAM have collaborated on a purpose-driven campaign that focuses on the marketing and pro-social strength of both brands," said Anthony Barton, SVP Integrated Marketing and Sponsorship Development, CMT. "CMT ARTISTS OF THE YEAR provided us with the unique opportunity to highlight the ways in which each of these five artists graciously supports charitable causes, while engaging our viewers on-air and online in a meaningful way."
In addition to on-air support on CMT's popular weekly series' CMT INSIDER and CMT TOP 20 COUNTDOWN, viewers can stream the custom spots on demand at CMT.com. The microsite directs visitors to volunteer at least four hours in their community in order to qualify to win an autographed guitar autographed by all five CMT ARTISTS OF THE YEAR.
RAM TRUCK will be featured on the CMT ARTISTS OF THE YEAR microsite at https://www.cmt.com/aoty and they serve as the exclusive online sponsor for the web simulcast of the 90-minute special. Additionally, CMT will air the special to military personnel on the American Forces Network, which is also a priority for RAM TRUCK, who support men and women in the military through the "Letters for Lyrics," letter-writing campaign.
CMT ARTISTS OF THE YEAR will honor Jason Aldean, Lady Antebellum, Taylor Swift, Carrie Underwood and Zac Brown Band as the top artists of the year in a new 90-minute special premiering Friday, December 3, Taping in Nashville, CMT ARTISTS OF THE YEAR will bring the honorees together with their peers, as well as celebrities from across the entertainment spectrum for a glamorous evening of star-studded performances from the country world and beyond, all in celebration of the successes of the past year.
CMT ONE COUNTRY, CMT's pro-social initiative, was launched in the fall of 2005 to promote civic participation and inspire CMT viewers to take action and bring about important change in their communities. CMT ONE COUNTRY partners include Feeding America (formerly America's Second Harvest), Boys & Girls Clubs of America, Habitat for Humanity, Hands On Network and the USO(United Service Organizations), and Children's Miracle Network. Led by Advisory Board members President Jimmy Carter, Maya Angelou and General Colin Powell, whose combined service to America is legendary, CMTONECOUNTRY.com aims to offer tools to help anyone start making a difference immediately. For more information visit CMTONECOUNTRY.com.
CMT, a unit of Viacom's MTV Networks (NYSE: VIA and VIA.B), is the leading television and digital authority on country music and entertainment, reaching more than 91 million homes in the U.S. CMT and its website, CMT.com, offer an unparalleled mix of music, news, live concerts and series and is the top resource for country music on demand. The network's digital platforms include the 24-hour music channel, CMT Pure Country, CMT Mobile and CMT VOD.
