Objective: Demonstrate the authentic place Chevrolet has within Country Music, while engaging Country Music fans on a path of discovery throughout the fest – across multiple stages, footprints and locations.
Chevy is the undisputed Official Ride of Country Music, and between multiple stage sponsorships, to the takeover of Walk of Fame Park, to fresh, branded giveaways, Chevy was everywhere. In the spirit of music discovery, we teamed-up with the CMA to interview top Country Music artists, playing Chevy Riverfront Trivia, and getting to know the Breakout Artists – culminating in more than 250 unique pieces of content that were aired on-stage throughout the weekend. Chevy's emcee, Brenna Mader, also played Trivia with fans at the Riverfront each day, as they went head-to-head against the pre-recorded artists to win prizes. And it got sweeter: Chevy hosted veterans and their families in the Riverfront Lounge, all weekend, integrating these special guests into every experience... including a surprise meeting with Ashley McBryde, on stage at Fest.
As lead creative on this mega-sponsorship activation, I spent many weeks in Nashville, interviewing CMA artists on camera, designing the activation footprint, orchestrating a veteran/celebrity surprise, and building a run of show that leveraged more than 160 unique pieces of video content. While the rain tried to steal our thunder (literally), this was the most robust and highly-produced effort to-date.
Location: Nashville, TN
Channel: Experiential; Sponsorships
Audience: Country Music fans / Millennial Women
Scope: Creative Director