Chevrolet

As the most referenced vehicle in country music, and with America’s 250th celebration on the horizon, Chevrolet was uniquely positioned to flex its deep country roots with country music’s most passionate fans at CMA Fest.

However, people attend music festivals to listen to music, not a sales pitch. So, to honor America’s 250th, we decided to manifest the standout features of Chevy’s top vehicles into captivating storefronts that resembled Main Street USA shops. This approach got fans behind the wheel and interacting with the vehicles but in a way that felt completely organic and quintessential to the American experience.

We created six authentic, immersive environments, each inspired and anchored by a different vehicle, where curious festivalgoers could discover the truck or SUV’s personality and unique capabilities. Fans left having not only explored Chevy’s lineup but also gained a deeper appreciation for each vehicle, all while picking up limited-edition, country music-inspired gear they could wear all weekend long.

Meanwhile, down in Fan Alley, festivalgoers could step into the set of Ella Langley’s “Dandelion” music video, which prominently featured a vintage Chevy. Before jumping into the music video experience, fans created their own flower crowns to wear in their photos—and throughout the rest of the festival.

Chevy also couldn’t be missed at two of CMA Fest’s largest free stages, where the brand proudly served as the presenting sponsor. And on the streets of Nashville where fans could “Catch a Chevy,” enjoying complimentary transportation to and from the festival.

Impact

In the end, the brand that continues to hold a special place in both American driveways and American lyrics hit all the right notes, cementing its place as the Official Ride of Country Music. Chevrolet recorded 144K display visits (+14% YoY) and an average engagement time of 29 minutes, 51 seconds—an increase of 10 minutes over the previous year.