Ram Truck and Yahoo! Team Up for Ram Country
Ram Truck, which already has a strong sponsorship presence on the fair and festival circuit, is teaming up Yahoo! to take the country music experience digital. The partners today launched "Ram Country on Yahoo! Music," the first dedicated country music site on Yahoo! Music, which will serve as the ultimate online hub for country music. "Ram Country" is designed to help Ram Truck reach country music fans online and marks the largest single online marketing initiative for the Ram Truck brand to date. While Yahoo! has developed other sponsored micro sites around niche content, "Ram Country" represents the first time Yahoo! has developed a genre-specific music channel for a single national advertiser.
The new site will include a mix of music, blogs, news coverage, and original video programming produced by Yahoo!. "Ram Country" will live on Yahoo! Music and will be promoted across the Yahoo! network.
"'Ram Country' showcases the best of online marketing and programming by providing relevant and entertaining branded programming at mass scale," said Jeff Bronikowski, head of Yahoo! Music. "Country music represents an ideal platform for Ram Truck to reach its target audience and build brand loyalty. It is this type of personalized, content-rich programming that allows Yahoo! to be the center of people's online lives."
"When the Ram Truck brand was formed, we made a stronger commitment to better understand our customer so that we could connect with them on a deeper and more personal level; 'Ram Country' is an example of how we are staying true to that commitment," said Fred Diaz, President and CEO -- Ram Truck Brand, Chrysler Group LLC. "Through our partnership with Yahoo!, the Ram Truck brand will be able to use the website as a vehicle to define and communicate the Ram Truck lifestyle as well as deliver information and messages about our products."
In addition to traditional content such as video programming, news, photos, and promotions, Yahoo! will produce reality-based video programming for the site, such as Going Home, a docu-reality series featuring a country music artist in his or her hometown and The Studio, a program in which a country artist performs and is interviewed in the "Ram Country" Studio.