Ram Truck brand is going to Churchill Downs as part of its sponsorship of the 2012 Kentucky Oaks and Kentucky Derby. This is the third consecutive year the brand is the exclusive automotive partner and the “Official Truck” of Churchill Downs and the premiere race.
The Chrysler Group pickup truck division, which will have a range of its 1500, 2500, and 3500 trucks on display at the event, will have lots of branding at the track as well. A spokesperson for the Auburn Hills, Mich.-based automaker says five Ram Truck pickups will serve as work vehicles maintaining the track during the race events. Gate crews will have Ram Truck branding on their jackets.
The posters and signs on the Ram Country Churchill Downs backside have messages like “Hard-earned, Not Hard-won,” “Courage not Chance,” “Champions are Made, Not Born,” and “It’s Not Two Minutes. It’s a Lifetime.” Stables and other buildings on The Downs’ backside will have “Ram Country” signage as well, and Ram is also and sponsoring an on-site venue for jockeys and owners called “Horsemen’s Lounge.”
The truck brand's involvement with the equestrian event extends to TV advertising during NBC Sports’ May 5 coverage of the race. Ram Truck will air two 60-second TV spots, part of the second phase of Chrysler Group's "Halftime in America" campaign that launched during the Super Bowl. NBC sports is also producing a vignette, "Ram at the Derby," about how Ram is being used at Churchill Downs. The promotional video, which will air during the network’s coverage of the race, showcases the Ram 1500 and 3500 Ram Laramie Longhorn trucks.
Ram also has a full-page ad in USA Today’s May 4 race preview edition, and a three-page spread will run in the Sports Illustrated post-event derby issue. The automaker says print ads also will run in select sports and equestrian publications, including Athlon Sports and Blood Horse magazines.
The automaker says digital advertising will run on sites like NBCSports.com, SI.com, BleacherReport.com, SportingNews.com and the Churchill Downs and Kentucky Derby sites (www.churchilldowns.com, www.kentuckyderby.com, and www.kentuckyoaks.com).
Ram Truck will also have activation on its Facebook page and Twitter feed, where the company will post exclusive content, photos and interviews throughout race day.
And, for the third year, a representative from the Ram Truck brand will present the winning trophy to the owner and jockey of the American Turf Stakes on Kentucky Oaks day. The Ram Truck brand again will be a part of the Super Hi-5-wager. Should an eligible individual win this promotion, he or she will be awarded with a new 2012 Ram 1500 Laramie Longhorn truck.