Ram Launches New Campaign Featuring Miranda Lambert
Ram Trucks advertisements are about to get a lot more musical thanks to a cross promotion deal struck between the automaker and country music start Miranda Lambert. The advertising campaign’s theme is “Roots and Wings,” titled after Lambert’s one-off song penned exclusively for the deal.
Besides the music video that accompanies Lambert’s song, (below the jump) the “Roots and Wings” campaign will appear in print ads, as well as TV, digital, and social media spots with both long- and short-format videos.
“[The campaign] will broaden the appeal of both of our brands beyond our core audiences as we connect with our respective fans in new, meaningful ways,” says Olivier Francois, Chief Marketing Officer for FCA – Global, about Ram and Miranda Lambert. “Building a new marketing campaign around the hugely successful and popular country music artist, and her original song inspired by the characteristics of our brand, is a first for Ram.”
In other words, the same folks who like country music generally like pickup trucks and vice versa.
Lambert’s promotion of Ram also continues on her touring schedule. Her concert series – unsurprisingly called the Certified Platinum tour – will feature a Ram 1500 EcoDiesel Laramie Longhorn as its official vehicle. The truck will even be pulling Lamberts personal Airstream trailer, lovingly called “Wanda the Wanderer.” The truck is just like the one Lambert owns and uses on her ranch, even down to the silver exterior.
This may be Ram’s first time partnering with a country star, but the idea has already been done, to a certain degree, by Chevrolet. Remember those “Like a Rock” commercials with music by Bob Seger? That turned out to be one of the most successful automotive ad campaigns to date. Let’s hope Ram can cash in on the idea as well.
Click past the jump to read more about Ram’s new campaign.
Roots and Wings music video
Why it matters
Truck makers are always looking to stand out in the (small) crowd by doing memorable feats like partnering with musicians, athletes, TV personalities, and the like. Often times these ad campaigns can sway public opinion on a brand, effecting sales on a national scale. Partnering with the most awarded female country music star is sure to pay off handsomely for Ram.
The Ram 1500 pickup truck has seen quite the resurgence in popularity since 2009 when it was last revamped. In fact, Ram has surpassed Chevrolet at least once in total monthly units sold, falling just behind Ford. Things like a wide selection of engine, cab, bed, and trim selections help make the truck appeal to all types.
Under the hood are three engine options: the base 3.6-liter Pentastar V-6, the 5.7-liter HEMI V-8, and the highly regarded 3.0-liter EcoDiesel V-6. An eight-speed automatic transmission backs up each engine. The truck also offers an optional air suspension system, making the most of its standard five-link, coil-spring rear suspension.
Prices for the Ram 1500 start at $24,810 and climb into the $50,000 range.