AUBURN HILLS, Mich., May 5, 2016 /PRNewswire/ --
- The May 7 running of the Kentucky Derby marks Ram Truck brand's seventh year as exclusive automotive partner
- Ram serves as Official Truck of Churchill Downs and the Kentucky Derby
- Fans attending weekend races will be immersed in the Ram Truck brand experience, including truck displays, video board integrations, signage and posters, and Ram-branded giveaways
- Television ads during NBC broadcast, a behind-the-scenes video and posts on Ram social channels, including Facebook live video of the ceremonial garland of roses delivery, add to the day's excitement for fans celebrating Derby day from home
- Follow the content and join the conversation at hashtag #RamDerby
The Ram Truck brand will "Dominate the Field" May 7 at this year's 142nd running of the Kentucky Derby. For the seventh consecutive year, Ram is the "Official Truck" of Churchill Downs and the Kentucky Derby and the exclusive automotive partner.
The brand's multitiered sponsorship includes immersing fans attending the races, as well as those watching from home, in a total Ram Truck brand experience that includes on-site truck displays, video board integrations, backcountry and trackside signage throughout Churchill Downs, branding on gate crew staff uniforms and on the clothing of a few jockeys, as well as television ads running in the NBC network telecast and a behind-the-scene custom video posted on Ram social channels and brand website. In addition, Saturday morning two Ram ProMaster vans will transport the traditional "Garland of Roses," to be worn by the winning horse, and the winning jockey's bouquet to Churchill Downs from the Kroger store where the large floral arrangements are created each year. Beginning at 9:30 a.m., Ram will broadcast the delivery live on Facebook live video.
"Ram trucks are the perfect match for horse owners, trainers and handlers, and being associated with America's premiere racing events is a great way to illustrate our support for these customers," said Mike Manley, Head of Ram Brand, FCA – Global. "With best-in-class towing of 31,210 pounds, best-in-class payload of 7,390 pounds, and best-in-class torque at 900 lb.-ft., plus a wide-range of special features including trailer tow technologies, Ram has the most capable trucks on the market to make the lives of horse people easier and safer for towing their horses."
On-site truck displays
Ram will have two special Ram Truck Kentucky Derby floral displays inside Churchill Downs. One will feature a Ram 1500 Crew Cab Rebel and the other will include a Ram 1500 Limited Crew Cab and a 3500 Limited Dually. Race fans can take their own or get commemorative souvenir pictures taken and share their Derby experiences virally with friends and family using hashtag #RamDerby. Ram-branded giveaways also will be available.
Strategically placed posters and signs throughout the Churchill Downs stable area feature specially crafted "Dominate the Field" messages, reminding race fans of the dedication, unrelenting tenacity, stamina and years of hard work it takes to earn the glory of making it to the Kentucky Derby.
Ram will also run videos and social media messaging on Churchill Down's "Big Board," the largest video board in an outdoor arena capable of displaying advanced 4K ultra-high definition technology.
Ram will air two 30-second spots and a number of branded integrations May 7 during NBC's Kentucky Derby coverage. The "Truck People - Derby" and "Never Settle" television spots reinforce the best-in-class capabilities of the Ram Truck lineup. The spots can be seen on the Ram YouTube channel Saturday evening. In addition, NBC will run custom co-branded features that extend these messages.
Custom Video and Social Campaign
Ram has created a behind-the-scenes video that provides race fans with the opportunity to experience what it is like to ride around the Churchill Downs track.The video was shot from the vantage point of jockey John Byrne wearing a GoPro® camera and riding Garden Goddess. As race day excitement builds, the video closes with the message, "Remember, no one finishes … until the race begins. Guts. Glory. Ram."
Leading up to race day and using the hashtag #PrepForGlory, Ram will post content on Twitter, Instagram and Facebook, showing the similarities between prepping a horse and taking care of your Ram Truck.
About Churchill Downs
Churchill Downs, the world's most legendary racetrack, has conducted Thoroughbred racing and presented America's greatest race, the Kentucky Derby, continuously since 1875. Located in Louisville, the flagship racetrack of Churchill Downs Incorporated (NASDAQ: CHDN) offers year-round simulcast wagering at the historic track. Churchill Downs will conduct the 142st running of the Kentucky Derby Presented by Yum! Brands on May 7, 2016. The track's 2016 Spring Meet is scheduled for April 30-July 2. Churchill Downs has hosted the Breeders' Cup World Championships eight times. Information is available at www.ChurchillDowns.com.
About Ram Truck Brand
Since its launch as a stand-alone division in 2009, the Ram Truck Brand has steadily emerged as an industry leader with one goal: to build the best pickup trucks and commercial vehicles in the industry.
Creating a distinct identity for Ram Trucks has allowed the brand to concentrate on core customers and features they find valuable. Whether focusing on a family that uses a Ram 1500 day in and day out, a hard-working Ram 3500 Heavy Duty owner or a business that depends on its Ram ProMaster commercial van every day for deliveries, Ram has the truck market covered.
In order to be the best, it takes a commitment to innovation, capability, efficiency and durability. Ram Truck invests substantially in its products, infusing them with great looks, refined interiors, durable engines and exclusive features that further enhance their capabilities.
Moving into the 2016 model year, Ram continues to beat the competition in the most sought-after titles, fuel economy, payload and towing capacity:
- Best-in-class fuel economy with exclusive EcoDiesel – 29 mpg with Ram 1500
- Best-in-class towing capability – 31,210 pounds with Ram 3500
- Best-in-class payload – 7,390 pounds with Ram 3500
- Best-in-class torque – 900 lb.-ft. with Ram 3500 Cummins Turbo Diesel
Truck customers, from half-ton to commercial, have a demanding range of needs and require their vehicles to provide high levels of capability. Ram trucks are designed to deliver a total package.
Follow Ram and FCA US news and video on:
FCA Content On Demand (COD): www.fcacod.com
Company blog: http://blog.fcanorthamerica.com
Company website: www.fcanorthamerica.com
Media website: http://media.fcanorthamerica.com
Ram Trucks brand: www.ramtrucks.com
Ram Zone blog: www.ramzone.com
Facebook: www.facebook.com/RamTrucks and www.facebook.com/ChryslerGroup
Flickr: www.flickr.com/RamTrucks and www.flickr.com/ChryslerGroup
Pinterest: www.pinterest.com/ramtrucks and www.pinterest.com/FCAcorporate
Instagram: www.instagram.com/ramtrucks and www.instagram.com/FiatChrysler_NA
Twitter: www.twitter.com/RamTrucks and www.twitter.com/FiatChrysler_NA
YouTube: www.youtube.com/RamTrucks and www.youtube.com/pentastarvideo
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SOURCE FCA US LLC