LETTERS FOR LYRICS by Juxt Interactive, THE GEORGE P. JOHNSON COMPANY for Dodge

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LETTERS FOR LYRICS

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Industry Cars, Trucks, Vans & Pick-Up Trucks
Media Promo & PR
Market United States
Agency Juxt Interactive
Agency THE GEORGE P. JOHNSON COMPANY
Released April 2010

Credits & Description

Category: Best Sponsorship or Partnership Campaigns
Advertiser: DODGE
Product/Service: TRUCK
Agency: GEORGE P. JOHNSON
Agency: JUXT INTERACTIVE
Date of First Appearance: Apr 19 2010
Entrant Company: GEORGE P. JOHNSON, Boston, USA
Entry URL: http://www.ramtrucks.com/en/letters_for_lyrics/
: (Creative Artists Agency)
: (ROAR Management)
: (Soldiers Angels)
: (Atlantic Records)
: (Zac Brown Band)
: (Ram Truck Brand)
Media placement: Sponsorship Campaign - Concerts, Retail And Online - 19 April 2010

Describe the objective of the promotion.

Dodge sought to promote the Ram truck brand among an audience that valued family, stability, a strong work ethic and music that embodied that lifestyle.

The plight of U.S. troops serving abroad was a cause that was meaningful both to the brand and its community of current and prospective customers. And so, in partnership with the Zac Brown Band (ZBB), the “Letters for Lyrics” concept was born, offering free CD’s in exchange for every letter written to someone serving in the U.S. military.

The goal: A letter delivered to each of the service men and women in active duty.

Describe how the promotion developed from concept to implementation.
The “Letters for Lyrics” campaign was promoted via entertainment marketing, drive-to at retail, national advertising (print, radio, TV) and social media and featured three main elements:

CD promotion and exchange.
“Breaking Southern Ground” CD featured tracks by ZBB, and other country artists and was exchanged for letters at Ram dealerships, Zac Brown Band concerts and other Ram events.

Downloads of the band’s single, “Free.”
With every download, Ram made a donation to the Soldier’s Angels non-profit serving active servicemen and women, veterans and their families.

U.S.O. documentary footage.
The band’s documentary, “For Those Who Serve,” is exclusively hosted at RAMTrucks.com.

Explain why the method of promotion was most relevant to the product or service.
The good will sentiment that drove the “Letters for Lyrics” campaign aligned seamlessly with Ram’s all American brand DNA and positioned the brand as accessible to a broad audience both in terms of demographics and reach with even the online aspect of the campaign garnering the attention of a wide variety of fans and customers.

Given the public nature of the promotion, the campaign and sponsorship scenario enabled Ram to convey its brand personality and commitment to its community of customers in a more tangible and authentic way than would have been possible with an advertising campaign alone.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Nearly every U.S. soldier in Iraq and Afghanistan has received a letter from home as a result of this program and tens of thousands of the letters were physically dropped off at RAM dealerships nationwide.

The campaign’s theme song, “Free,” quickly shot to #1 on the Billboard charts and was nominated for a Grammy which Zac Brown attributes to the publicity and media support around the Letters for Lyrics campaign.