The centrepiece of Ram Truck’s Kentucky Derby multi-platform activation will see the race’s automotive partner award the winning trainer a unique, special Kentucky Derby edition Ram 2500 truck: the exterior of the one-of-a-kind black truck carries blue Kentucky Derby 143rd logos on the rear panels and a hand-painted Kentucky Derby rose badge on the front grille.
We’ve built a thoroughbred truck ready for the Kentucky Derby. #RamDerby pic.twitter.com/tY3rU8MhTH
— RamTrucks (@RamTrucks) May 6, 2017
New clothes to go with the new truck!!! #AlwaysDreaming #PletcherRacingStables #Kentuckyderby143 #RamDerby pic.twitter.com/GUqZEJvguO
— Kelly SummersWietsma (@equisponse) May 7, 2017
The Fiat Chrysler Automobiles (FCA) owned vehicle brand, the ‘Official Truck of Churchill Downs and the Kentucky Derby’, aims to ensure that race fans watching on television and attending the event in-person will be immersed in the Ram Truck brand experience.
As well as the spearhead, race-specific limited edition winner’s vehicle and its associated pre-race PR push, a pink-wrapped Ram 3500 Limited will lead the May 5 Kentucky Oaks Survivors Parade on 5 May.
This is the ninth year of the Survivors Parade – a march of breast and ovarian cancer survivors on the Churchill Downs’ historic racetrack.
Plus, on both Friday and Saturday mornings, the traditional Kentucky Oaks ‘lilies horse garland and jockey bouquet’ (Friday) and Derby ‘roses garland and jockey bouquet (Saturday) will be transported from the Kroger store where they are created to Churchill Downs by Ram ProMaster vans.
Ram branding is also present on gate crew staff uniforms and on the clothing of three leading jockeys: Javier Castellano (Gunnevera), Brian Hernandez Jr (McCraken) and Joel Rosario (Practical Joke).
Ram is also working in tandem with www.TwinSpires.com on a truck giveaway strand for both race-goers and those watching on TV.
This ‘TwinSpires Ram Truck Giveaway’ aims to be a ‘fun and free way to try and win a 2017 Ram 3500 Limited’ and invites consumers to simply predict the first four finishers in the Kentucky Derby.
While other elements of the integrated campaign include on-site Derby-themed truck displays and branded giveaway items at multiple locations throughout the track grounds: two of these displays will include Ram Truck Kentucky Derby floral displays where race fans can have commemorative souvenir pictures and use the images to share their Derby experience with friends and family.
Here’s an exclusive look at the Ram Trucks Experience at @ChurchillDowns. #KYderby #KentuckyDerby #RamDerby pic.twitter.com/OOYqYf4stR
— RamTrucks (@RamTrucks) May 7, 2016
We’re at the Kentucky Derby and we brought our own horsepower. #RamDerby pic.twitter.com/VXgJqQmkfZ
— RamTrucks (@RamTrucks) May 6, 2017
Strategically positioned posters and signs throughout the Churchill Downs site: with those in the stable area featuring crafted ‘Dominate the Field’ messages to remind fans of the ‘dedication, unrelenting tenacity, stamina and years of hard work’ it takes to get to the Kentucky Derby.
There are also trackside video board integrations and social media messaging on Churchill Down’s ‘Big Board’ – the biggest video display screen in any outdoor arena in the USA displaying advanced 4K ultra-high definition technology.
These will also link in real-time to the digital pieces and social media posts which are linked by the #RamDerby hashtag.
Also for those not able to make it to the track for the big race, a set of television ads will air during NBC’s race telecast.
Four 30-second Ram commercials – three from the brand’s ‘Long Live’ campaign with additional, added Churchill Downs footage – which all attest to the values of tenacity, valour, courage, strength, community and tradition: values shared by those competing at Churchill Downs and those who depend on Ram trucks every day.
The spots’ soundtrack is a new arrangement and recording of Bob Dylan’s classic ‘Forever Young’.
All spots end with ‘America’s Longest-lasting Pickups’ and the brand’s ‘Guts. Glory. Ram’ tagline accompanied by the Kentucky Derby logo.
Plus, several branded integrations will air 6 May during NBC’s Kentucky Derby coverage (including NBC running a custom, co-branded vignette during its Derby coverage that extends these messages).
The ads, which have been developed in harness with agency Doner, will also be amplified on the Ram YouTube channel from Saturday evening.
As it aims to ‘immerse fans attending the races and those watching on TV in a total Ram Truck brand experience’’, fans will be able to explore interactive on-site truck displays, watch video board integrations and see backcountry and trackside signage throughout the Churchill Downs site.
The campaign objective, according to head of Ram brand Mike Manley, is to ‘add to the day’s excitement for those fans celebrating Derby day across the country’.
“Ram trucks are the perfect match for horse owners, trainers and riders, and partnering with America’s premier racing events is a great way to demonstrate our commitment to these customers,” says Manley.
“With the longest-lasting pickup trucks on the market and class-leading capabilities, Ram trucks are well-deserving of the ‘Official Truck of Churchill Downs and the Kentucky Derby’ status.”
Activative Comment:
This integrated an immersive campaign is more comprehensive than most horse race sponsor initiatives.
It also neatly links those watching at home and those at the track, while it dovetails consistently with Ram’s ongoing, umbrella marketing approach.
This rich and integrated campaign follows in the footsteps of Ram’s impressive 2016 ‘Prep For Glory’ Kentucky Derby campaign (see case study).
The 143rd Kentucky Derby, run on 6 May, marks Ram Truck’s eighth year as the meeting’s exclusive automotive partner.
The deal between Churchill Downs Incorporated (a mixed racing, gaming and online entertainment company based in in Louisville, Kentucky and anchored by the USA’s iconic Kentucky Derby) and the Ram truck Brand was initially signed back in 2009.
The same year that Ram trucks was launched as a stand-alone division of FCA.
Links:
FCA
http://blog.fcanorthamerica.com
www.fcanorthamerica.com
http://media.fcanorthamerica.com
www.fca360.com
Ram
www.ramtrucks.com
www.ramzone.com
www.facebook.com/RamTrucks
https://www.facebook.com/FiatChrysler.NorthAmerica/
www.instagram.com/ramtrucks
www.instagram.com/FiatChrysler_NA
www.twitter.com/RamTrucks
www.twitter.com/FiatChrysler_NA
www.youtube.com/RamTrucks
www.youtube.com/pentastarvideo
Doner
The Kentucky Derby:
Churchill Downs Website:
