Cannes Lions

RAM COUNTRY ON YAHOO! MUSIC

YAHOO! STUDIOS, Santa Monica / CHRYSLER / 2013

Case Film
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Overview

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Credits

Overview

Description

Branded entertainment is an extremely popular form of advertising in the US where brands are increasingly challenged to break through the endless advertising clutter. Brands like Ram Truck have turned to programs like Ram Country to strategically align their brand with high quality content that resonates with their target audience as well as seamlessly and organically inserts their brand within the content.

Execution

Ram Country on Yahoo! Music is the marquee country music program on Yahoo!, sponsored by Ram Trucks. The program is anchored by original content filmed with stars ranging from Keith Urban to the best emerging talent in country music. Weekly segments include performances, interviews, news reports and documentary "day-in-the-life" episodes shot in-studio and on-location across the US. Now in its third season, Ram Country also features live-streamed events, comprehensive blog coverage and exclusive photo galleries on our website. The program is available for tablet and mobile as well, enabling fans to view content that mirrors much of what is available online.

Outcome

Ram Country on Yahoo! Music has consistently over-delivered program expectations and projections. In Year 1, Ram ads booked to the Ram Country hub, blog and photo gallery over-delivered by 309%. Since launching in October of 2010, over 1.9bn total impressions have been delivered. Total program hub homepage page views are over 83m. The blog landing page has received over 127m page views. The dedicated photo gallery has received over 5m page views. In all, Ram Country has received over 247m total page views to date.

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