• November 9, 2010

Chrysler's Ram Truck division is reaching out to country music fans through Viacom's CMT (Country Music Television) as part of the brand's sponsorship of the CMT "Artists of the Year" awards special on Dec. 3. The division this week launches a raft of TV ads on-air and online touting performer/honorees Jason Aldean, Lady Antebellum, Taylor Swift, Carrie Underwood and Zac Brown Band. The focus is not so much on the artists' music as on their altruism by tying in with CMT's cause-marketing program called "One Country."

Fred Diaz, President and CEO – Ram Truck Brand and Lead Executive for U.S. Sales, Chrysler Group LLC said in a release, "This custom-made partnership marks the first time that CMT and RAM have collaborated on a purpose-driven campaign that focuses on the marketing and pro-social strength of both brands."

Ram is backing CMT shows "Insider" and "CMT Top 20 Countdown" on-demand at CMT.com. Ram co-branded content a the microsite, CMT.com/aoty, directs visitors to volunteer at least four hours in their community in order to qualify to win an autographed guitar autographed by all five. 

Ram is exclusive online sponsor for the web simulcast of the 90-minute Artist of the Year special and CMT will air the special to military personnel on the American Forces Network. For that broadcast Ram Truck will promote its "Letters for Lyrics," letter-writing campaign for service members.