Chevrolet

Chevrolet stands for durability, Americana, and a deep connection to real culture. At the largest country music festival in the world, the challenge was to move beyond logo placement and transform Chevrolet from a sponsor into a host brand – creating experiences that drove consideration, loyalty and real behavioral action. 

CMA Fest attendees don’t want ads – they want access. Our strategy was to make Chevrolet the most welcoming brand on-site, designing layered hospitality moments, hands-on vehicle interactions and opt-in experiences that reward curiosity while capturing measurable data across every touchpoint. 

We built an experience that amplified the guest experience with a hospitality ecosystem that let fans interact with Chevrolet however they chose – from casual engagement to VIP access – turning passive festival attendees into active brand participants. Across Walk of Fame Park, Symphony Steps, and Catch a Chevy, fans explored vehicles, relaxed in VIP hospitality spaces, rode in the latest models, and unlocked exclusive access through GM Rewards. Live performances, artist partnerships, and interactive games turned every touchpoint into a brand moment. 

Impact 

Chevrolet reached 286K+ fans, delivered industry-leading dwell times, drove thousands of ride-along moments, and generated double-digit lifts in EV opinion and consideration. Chevrolet didn’t just show up, it became part of CMA Fest