Songs for Screens: How EricChurch Teamed With RamTrucks — and Five Tons of Vinyl — for ‘Solid’ Campaign
, the concept quickly evolved to include some of Church’s biggest followers on the callsheet.
“His fans are without a doubt his top priority, and you can see that even if you’re a moderate Church fan,” says Brad Turcotte, VP-Marketing at Universal Nashville. “Having the narrative of this campaign tweaked to really focus on his fan club and his live show was a great way to showcase that.
An exclusive version of the “Desperate Man” vinyl was pressed and sold at Church’s Nissan Stadium show, which grossed over $10,000 worth of vinyl sold in just two hours. The limited run was also sold at UMG’s CMA Fan Fair X booth in June, which led to sell-outs across several days of long lines. Though “Solid” isn’t currently slated to be Church’s next single, it ended up syncing to the overall thematic of the campaign, which will air on broadcast and cable throughout the summer. “Oftentimes we go through this process and it’s led by relationships and partnerships, but if you can’t find the right track, then what do you do?” says Andre Gaccetta, CEO of Ram’s agency G7 Entertainment Marketing.
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