RAM

VICTORY LAP

Back-to-back Truck of the Year. We celebrated by loading a five-foot trophy into the bed and driving it across America.

OVERVIEW

To celebrate RAM's first-ever back-to-back MotorTrend Truck of the Year wins, MotorTrend created the RAM Victory Lap — a cross-country road trip taking the award-winning RAM 1500 (complete with a custom five-foot trophy in the bed) from its assembly plant in Michigan all the way to MotorTrend HQ in Los Angeles.

Along the way, the team made surprise stops to meet real RAM owners who shared their stories about why they rely on their trucks every day. Their experiences became the heart of the campaign, captured through videos, articles, and social content on a dedicated digital hub — alongside a sweepstakes giving fans a chance to win a RAM 1500 of their own.

The result was an authentic, content-rich celebration of the brand's achievement and community — turning an industry award into a nationwide moment that drove engagement, loyalty, and a whole lot of truck pride.

MY ROLE

Concept, Media & Event Strategy
Proposal Development
Budget Allocation & Management
Cross-Team Collaboration with Programming, Production, Editorial, Experiential, Social, Sales, Creative Services
Insights & Performance Optimization

CAMPAIGN DETAILS

Tentpole Sponsorship
Editorial Integration
Experiential Activation
Branded Content
Dedicated Destination
National Contest
Co-Branded Promotion
PR Outreach

BRANDED CONTENT

A cross-country video series documenting the RAM Victory Lap road trip — featuring surprise owner meetups, the trophy reveal, and the final arrival at MotorTrend HQ in Los Angeles.