SUNNYVALE, Calif. -
Chrysler’s Ram Truck brand has rolled out a new marketing promotion that, once again, taps into what looks to be a built-in base of consumers with a strong potential to buy pickup trucks: country music fans.
After partnering with the Academy of Country Music for its annual awards program earlier this year, Ram has now teamed with Yahoo to launch a country music website.
“Ram Country,” which is available on Yahoo Music, not only includes music, but blogs and news coverage, as well. Moreover, it will also include reality-based videos from Yahoo on various aspects of country music.
Officials said Yahoo has never before had a genre-music channel that has just one company doing advertising like it is with the Ram Country station.
“’Ram Country’ showcases the best of online marketing and programming by providing relevant and entertaining branded programming at mass scale,” shared Jeff Bronikowski, head of Yahoo! Music.
“Country music represents an ideal platform for Ram Truck to reach its target audience and build brand loyalty,” he continued. “It is this type of personalized, content-rich programming that allows Yahoo to be the center of people’s online lives.”
Fred Diaz, the president and chief executive officer of the Ram Truck brand, added: “When the Ram Truck brand was formed, we made a stronger commitment to better understand our customer so that we could connect with them on a deeper and more personal level; ‘Ram Country’ is an example of how we are staying true to that commitment.
“Through our partnership with Yahoo, the Ram Truck brand will be able to use the website as a vehicle to define and communicate the Ram Truck lifestyle as well as deliver information and messages about our products,” he further noted.
Officials said fans can connect with their favorite country stars through the various video programming, news, photographs and promotions.
The reality-based video programs Yahoo is offering include the following:
—“Going Home.” In this “docu-reality series,” as officials called it,  viewers get a look at country stars in their hometowns. 
—“The Studio.” An artist goes to the “Ram Country” studio and plays three songs.
—“Music With a View.” An artist plays a “scaled-down” set of acoustic music outdoors “in a natural setting.”
—“Country Covers.” A star from today either cover a classic song or plays a song from one of their industry peers.
—“Another Side Of.” This show showcases a country artist and what his or her daily life is like.

To check out Ram Country, visit http://ramcountry.music.yahoo.com.