While Fiat Chrysler Automobiles (FCA) did not participate with other advertisers to showcase their products during Super Bowl LIII, the automaker for the past week has used the money it would have spent on just a few commercials and released a whole onslaught of new commercials on its social media accounts.
Last month, we seen the debut of the high anticipated 2019 Ram Heavy Duty trucks. While the Ram marketing team, partnered with several other companies that did buy slots to come up with a new Ram Heavy Duty commercial campaign. The “Ram Will Tow That” campaign highlights six companies like M&M’S®, Pringles, Amazon, Avocados From Mexico, Devour and Persil® ProClean®.
“’Ram Will Tow That’ is a fun and unique in-the-moment campaign that capitalizes on the conversation and banter around our partner brands’ TV spots without having to purchase our own spot in the game. It’s a win-win for both brands,” said Olivier Francois, Chief Marketing Officer, FCA. “They get extra exposure for their message and we draw attention to our key claim of best-in-class towing, a top factor for consideration for Heavy Duty truck buyers.”
Designed to demonstrate the incredible best-in-class towing capability of the new 2019 Ram Heavy Duty truck lineup, the commercials were released after the debut of each company’s commercial from the Super Bowl LIII broadcast on Ram social media.
“M&M’S is always looking for spontaneous and innovative ways to engage with fans around the Super Bowl. This social collaboration with Ram Trucks is a fun way to bring together our two iconic brands and passionate communities at a time when social conversation and brand communication is at its peak,” said Allison Miazga-Bedrick, M&M’S Brand Director.
“Pringles was excited to engage with Ram on social media during the game, as we know second-screen viewing is popular during major TV moments,” said AnneMarie Suarez-Davis, vice president of marketing for Pringles. “Ram towing 35,100 lbs. of Pringles would certainly create the world’s biggest Spicy Nacho Flavor Stack. And sadly, our smart device will never know the joy of tasting it.”
“This is a very exciting time for our brand and we are thrilled to have teamed up with the Ram brand to bring to the social media audience a live joint activation. For four consecutive years, Avocados From Mexico has been among the top most engaging brands in the enormous Big Game’s social conversation, according to multiple analytics sources, including Salesforce,” said Ivonne Kinser, Head of Digital. “I think that a key ingredient of our social success are these type of collaborations with brands that are as fun as ours, and that are managed by people that are as passionate about their products as we are about ours. At some point during our live interaction, the first-in-class Ram Heavy Duty truck towed what maybe any party-goer’s dream: a gigantic bowl of delicious and healthy guac made with always in season Avocados From Mexico.”
“We are excited to partner with a brand like Ram,” said Katerina Moragianis, Marketing Director of Persil Laundry Detergent. “Our shared commitment to high performance and getting the job done made this a natural fit.”
“DEVOUR was excited to find the perfect partner in Ram, another bold brand with an unapologetic point of view,” said Katy Marshall, who leads DEVOUR. “We’re thrilled to participate in this unique Game Day activation.”
To see all of the “Ram Will Tow That” line of ads, you can visit the Ram Truck’s YouTube channel.