This year’s tour recorded stops at:
- Wisconsin Farm Technology Days – Kewaunee, WI (July 11-13)
- Farm Progress Show – Decatur, IL (August 29-31)
- Husker Harvest Days – Grand Island, NE (September 12-14)
- SunBelt Ag Expo – Moultrie, GA (October 17-19)
Of all 4 farm shows in 2017, there was only 1 day that we were unable to drive due to inclement weather – this must be a record!
With friendly weather and the best light and heavy-duty truck lineup in the market, the Ram ride+drive tracks were busier than ever this year. As the focus has been shifting more towards the towing/hauling capability of these trucks, our courses have changed to accommodate more demand there. We still offer an off-road ride course at all shows, but have also added an experiential towing portion to the drive, where guests can get behind the wheel of a 1500, 2500 or 3500 and actually pull a trailer to feel the power, torque and load -handling. Of course, the crowd favorite is the 3500 6.7L Cummins High Output w/max tow that is pulling 30,000 lbs worth of a Case backhoe on a Big Tex gooseneck trailer. How’s that for real-life experience?
2017 was a monumental year for FCA experiential marketing at the Chicago Auto Show! Not only did the automaker roll out a gigantic new build for Ram called the Ram Truck Territory (built by partner George P. Johnson Co.), but it also offered guests the ultra-popular Camp Jeep track and the City Drive, a showcase of FCA’s Dodge, Chrysler, and Fiat brands.
All 3 of these tracks gave guests the opportunity to ride in the newest vehicles offered by FCA, with Gordinier Group drivers behind the wheel. Tasked with delivering detailed information about each vehicle while piloting guests up over and through technical obstacles, the GG drivers made countless positive impressions on CAS guests. All 3 tracks operated at full capacity, bell-to-bell, for 10 days, setting a new record for registered guests at an auto show ride and drive.
Below, you will see a brief time-lapse video from a static location on each of the 3 tracks:
Ram Truck Territory-
This track consisted of specific turn-offs for each model Ram truck: a load-leveling demo for 1500, torque-wall pull for 2500 and max weight towing demo for 3500.
Camp Jeep -
The Camp Jeep track is always a crowd favorite in Chicago. THis is no surprise, given the infusion of massive amounts of organic material (dirt, boulders, mulch) infused alongside the mobile properties that make Camp Jeep a thrilling ride that shows off the brand’s off-road prowess. The track features an 18-foot tall, pass-through mountain, staircase, Trail Rated pass, side-hill traverse, breakover and several other challenging obstacles.
City Drive -
The 2017 CAS City Drive track gave customers the chance to experience a ride in 2017 FCA vehicles such as: Chrysler 300 and Pacifica, Dodge Charger and Challenger, or Fiat 500 and Spider 124. The track featured an ambient sound zone, Pacifica walkaround lab, vehicle info center, ad everyone’s favorite, the acceleration/braking strip,
April 1-3, 2016
Ram Trucks once again rolled out the red carpet for guests of the Academy of Country Music Awards Party for a Cause participants.
As a warm up for the ACM Awards, PFAC has turned into it’s own premier, 3-day event and Ram was the gold sponsor for 2016. PFAC boasted performances by the likes of Carrie Underwood, Dierks Bentley, Kenny Chesney, Lee Brice and other top acts. What’s more, the event raised over $500,000 for various charities.
For Gordinier Group, this event is an opportunity for our drivers to give exposure to the full lineup of Ram trucks – from the 2016 1500 Laramie Limited, to the 2016 Ram 3500 Laramie Longhorn. The 5.7L Hemi, 6.4L Hemi. 3.0L EcoDiesel and 6.7L Cummins Diesel were all represented in our fleet of test ride trucks. We even had a 2017 Power Wagon on display.
GG drivers drove guests on an exciting, closed-course off-road track featuring obstacles such as berms, moguls, culverts, logs and a mobile mountain. During the experience, drivers described best-in-class features and benefits, as well as giving an overview of what is dynamically happening with the vehicle as it conquers each obstacle. With the thousands of people attending PFAC, this was a great way for Ram to engage with one of their most desirable marketing demographics.
Another successful Ram summer ride and drive series has sadly come to an end. The 2015 rodeo and farm show tours saw the best weather and more importantly, the best crowds that we have experienced to date.
This year, both tours saw the addition of the 2015 Ram 1500 EcoDiesel, which was a great addition to the drive fleet! Guests were amazed by the torque, lack of typical diesel noise, and the amazing fuel economy (up to 29 mpg).
As the Ram Trucks brand continues to build momentum and win market share, we continue to see (and welcome) increased interest and participation in the ride and drive events.
Hats off to Ram on another great season!
Cheyenne Frontier Days – Cheyenne, WY
Colorado State Fair – Pueblo, CO
Oklahoma State Fair – Oklahoma City, OK
Heart O’ Texas Fair – Waco TX
Farm Show Tour:
Wisconsin Farm Tech Days – Madison, WI
Farm Progress – Decatur, IL
Husker Harvest Days – Grand Island, NE
Sunbelt Expo – Moultrie, GA
The Mission – to coordinate and operate the largest truck parade in the world with the best truck brand in the world (Ram, of course), in order to set a Guinness World Record
The Magic Number – 439 (The previous record was 438)
The Venue – AT&T Stadium, home of the Dallas Cowboys
The Result – 451 Ram trucks in a constantly-moving, evenly-spaced parade formation
Gordinier Group was once again fortunate to be able to help G7 Entertainment Marketing and Ram Trucks to put together this record-breaking effort, while treating loyal Ram owners to a once in a lifetime experience while visiting the Academy of Country Music Awards in Arlington, Texas.
To say that organizing this parade was logistically challenging would be an understatement. Imagine coordinating nearly 500 trucks and their owners, having them line up in a parking lot, start a parade procession at the same time, and keep them all moving continuously over a 3.4 mile route, without stopping at any point. All of this needed to happen on the busy streets of the AT&T Stadium campus, in the lead-up to the Academy of Country Music Awards…kind of a busy area.
The entire activity was closely watched by the Guinness World Record Adjudicator, who flew to Dallas to make sure that all of the required elements were satisfied in order to win the record.
The announcement came later in the day – to a collective sigh of relief from all of the planners, Ram execs and participants. Our parade was certified at 451 vehicles (13 above the previous record)!
All in all, this was a great events for loyal Ram owners, who were treated to a once in a lifetime experience. Not only were they able to participate in an official world record, they were treated to tickets and parking for the Party For A Cause, Ram gift bags, Ram vehicle and partner display area, live music and Raminator monster truck crushing demos.
Motor Trend wrote a nice recap of the event here.
Here is a YouTube video recap of the parade.
January – April 2015
With a lofty goal of increasing throughput / exposure while building on the premier experiential event in the industry, the entire CJAS team delivered again!
The standards were set higher and everyone involved rose to the occasion to make this program shine once again. Last fall we hit our one millionth Camp Jeep rider after 10 years. The next million will come much more quickly as we continue to improve throughput efficiency.
The 2015 “CJAS Tour” visited:
- Houston Jeep 1/21/2015
- Houston Ram 2/21/2015
- Washington DC Jeep 1/21/2015
- Philadelphia Jeep 1/29/2015
- Tulare Ram 2/10/2015
- Chicago Jeep 2/11/2015
- Chicago Chrysler, Dodge, Fiat 2/11/2015
- Dallas Ram 2/19/2015
- Cleveland Jeep 2/27/2015
- Cleveland Jeep 2/27/2015
- Minneapolis Jeep 3/7/2015
- Atlanta Jeep 3/24/2015
- New York Jeep 4/1/2015
- Denver Jeep 4/7/2015
This schedule wasn’t for the weak of heart, to be sure. There were many hours worked, laps driven, much experienced gained, and most importantly, many thousands of people exposed to FCA’s outstanding current product by Gordinier Group professional drivers.
We were once again humbled by (and thankful for) the opportunity to take the stage and represent the brand(s)!
July 19-28, 2014
Colorado State Fair
August 23 – September 2, 2014
Oklahoma State Fair
Oklahoma City, OK
September 11-21, 2014
The Ram Rodeo Test ride Series provides excellent exposure for the brand. Unlike the farm show circuit, these fairs are 10-12 days long and feature top country music acts, pro rodeo and bull riding events, carnivals, and other attractions that help to bring scads of people through the gates.
At these shows Gordinier Group/Dirt Designs has the opportunity to design and build organic off-road courses that feature, logs, rock piles, axle articulation rollers, dirt mountains, and as many other obstacles that we can pack into our footprint. While the simulated off-road courses provide an excellent medium to provide a consistent experience, we always jump at the chance to get on the heavy equipment and move some dirt around.
All 3 fairs brought us great weather and provided us a truly enormous amount of people to show off the 2014 Ram 1500 to. We really racked up the rides at these shows and were able to make a ton of positive impressions. This is easy to do when you are you are promoting the Motor Trend “Truck of the Year”, winner (for the last 2 years, thank you very much).
Wisconsin Farm Tech Days
Steven’s Point, WI
August 12-14, 2014
August 26-28, 2014
September 9-11, 2014
In the outdoor event world, when dealing with Mother Nature, you win some and you lose some. With 3 major farm shows on the schedule this summer, Gordinier Group pro drivers had to battle with some serious rain and storms to bring Ram trucks to the masses.
The farm show circuit began with Wisconsin Farm Tech Days, which featured excellent weather and mobs of Ram test riders. The simulated off-road properties and 2014 Ram 1500 and 2500 trucks were a huge hit with consumers who lined up to participate in our experience. Our job of showing off the features of these amazing trucks gets easier each year as they continue to get better and better – no convincing needed, thank you.
From Wisconsin, we moved on to Boone, Iowa, for Farm Progress Days. This is where the rain began. We arrived on the first show day to 6 inches of standing water on our track. Luckily, we brought some trucks to the entrance, put on our Product Specialist hats, and were still able to have a good number of positive guest interactions, despite being unable to drive. The rain continued throughout the show, causing an eventual morning cancellation on the last day.
When we finally dried off, the Gordinier Group crew made their way to Kearney, Nebraska for Husker Harvest. Once again we battled torrential downpours and weren’t able to drive. Back to our vehicle walk-arounds and Product Specialist duties. Not a bad gig, but our team are drivers and really like to be behind the wheel where we can demonstrate the features that we are explaining.
The weather didn’t cooperate this year, but our guys and gals are scrappy and still managed to get in front of a lot of Ram and potential Ram owners.
The farm shows provide an audience that is the perfect demographic for the brand and even with the wet weather, still an excellent series.
Gordinier Group drivers were happy to get back into the new 2014 Ram 1500 and 2500 models and show them off to guests on the GG-built off-road course.
Drivers were equipped with Laramie and Laramie Longhorn trucks, so there was no shortage of features to brag to rodeo guests about. The 3/4 ton trucks sported Ram’s new 6.4L Hemi, which proved to be incredibly smooth and powerful on the track. The 1/2 ton trucks were powered by the proven Chrysler 5.7L Hemi, paired with the heralded 8-speed automatic TorqueFlight transmission.
With summer heating up, we look forward bringing great in-vehicle experiences to rodeo guests at the Colorado State Fair, Oklahoma State Fair, and hopefully others.
April 3-5, 2014
Las Vegas, NV
Gordinier Group Pro Drivers were excited to be back to he ACM event for the third consecutive year.
As luck would have it, the grand opening of the High Roller (world’s largest ferris wheel), coincided with the opening of our event.
As everyone knows, country music and Ram trucks go well together, and this event was no exception. Armed with a fleet of 2014
Ram 1500 trucks, we gave simulated off-road rides to enthusiastic guests, Ram fans, and several ACM artists, including Randy Houser, Easton Corbin and Parmalee. Mr. Corbin and Mr. Houser both spent time at the track signing autographs as well.
Another great exposure for the Ram brand and another opportunity to show consumers why the Ram 1500 won Motor Trend ‘Truck of the Year’ again in 2014!
Click here to read what Truckin’ Magazine had to say about the event.
Houston Auto Show 1/22 – 1/26/14
World Agriculture Expo 2/11 – 2/13/14
Dallas Auto Show 2/19 – 2/23/14
Cleveland Auto Show 3/1 – 3/1914
Rodeo Austin 3/1 – 3/16/14
After winning the Motor Trend “Truck of the Year” award for the second consecutive year (for the 2014 Ram 1500 Ecodiesel), Ram trucks has upped the ante on their experiential marketing efforts. By adding additional indoor auto sh0ow tracks as well as adding outdoor shows, Ram is working hard to spread the news about how great their product is.
Gordinier Group is fortunate and proud to be on the front line of that push, as our drivers are the conduit between the brand and the consumers.
We are looking forward to our next Ram event next week at the American Country Music Awards in Las Vegas.
December 12- 14, 2013
The Gordinier Group Ram Truck Team saddled up at the MGM Grand Casino for the last weekend of the NFR.
Guests of the event were treated to a simulated off-road track built specifically for the full line of Ram trucks present at NFR. For the second year in a row, we were able to take over the MGM valet area, with GG pro drivers behind the wheel of a dozen of the hottest 2013/2014 Ram trucks.
The biggest news at the NFR was the introduction of the 2014 Motor Trend Truck of the Year: Ram 1500 EcoDiesel to the test ride track. This was our first chance to drive this revolutionary vehicle, as it has yet to be released to dealers. We are feeling pretty lucky, being able to offer the first public rides in the 2014 Jeep Cherokee and now the 2014 Ecodiesel Ram! Continue reading