Becoming a stand-alone brand has been good for Ram trucks, allowing it to create its own identity while purposely pursuing its customers. Ram decided that one of the best ways to spread the message about the good product it believed it had was to create relevant partnerships that would facilitate brand awareness while physically getting people into its trucks. The work can be considered arduous and the result somewhat intangible, but the reward comes in the form of increased truck sales. Therefore, when you see Ram’s presence anywhere, it is deliberate and intentional.

A February 2013 Super Bowl commercial titled “Farmer” kicked off a year-long initiative called “Year of the Farmer.” After this video reached a 10-million-view milestone in less than a week, Ram Trucks donated $1 million to the National FFA (Future Farmers of America) Organization. This multifaceted program highlighted the importance of farmers and farming in America while encouraging the future leaders of agriculture. Part of the initiative included a Ram Trucks partnership with Mercury Records artist Easton Corbin, a former FFA member and Ram truck owner himself, as he toured and performed for 12 FFA chapters countrywide between August 2013 and February 2014. Behind-the-scenes footage, featured in a webisode series called “All Over the Road to the ACM Awards,” captured the sincerity of Easton’s heart for the FFA and its members.

As implied by the name of the webisode series, the initiative would not be complete without a grand finale at the Academy of Country Music (ACM) Awards, which were held in Las Vegas, Nevada, April 4-7, 2014. The party kicked off Friday night with a private Ram Country concert with Easton Corbin. News of Ram’s overtaking Chevrolet for March sales made the House of Blues gala even louder.

Meanwhile, a three-day party was in full swing by Saturday over at the ACM Party for a Cause Festival at the open-air retail, dining, and entertainment district called The LINQ, against the backdrop of High Roller, the newly completed world’s tallest observation wheel at 550 feet. The Party Stage and Main Stage featured enough country names to make the otherwise long day fly by, including Jerrod Niemann, Love and Theft, Parmalee, Tyler Farr, Brett Eldredge, Kip Moore, Lee Brice, Chris Young, and Keith Urban. Also in full swing at the Festival was Ram Truck’s Ride and Drive Test Track, where thousands of fans came aboard ’14 Ram 1500 trucks to experience the performance and capabilities of Motor Trend’s reigning Truck of the Year. The test track featured obstacles that demonstrated the articulation, stability, traction, ground clearance, and body strength of Ram’s ½-ton truck. Plus, RAMinator, Ram’s monster truck, was on hand for ear-deafening, car-crushing demos throughout the day. Friends, country music, beer, and Ram trucks—how’s that for Vegas! Not to be overshadowed by the multiple pre- and post-parties, the actual 49th Academy of Country Music Awards took place at the MGM Grand on Sunday night.

Although the ACM Awards are over, Ram is not done supporting America’s hardworking farming industry and investing in future agricultural industry leaders. “The Next Crop Project” testdrive campaign, which was introduced during the ACM Awards, is fast approaching. On Saturday, April 26, Ram will donate $20 to the National FFA Organization for each Ram testdrive at participating dealerships, in support of local FFA chapter leadership programs in participating dealer communities. To find the nearest participating dealer, go to http://www.ramtrucks.com/en/keepplowing/. Support the next generation of farmers while taking a nice Saturday afternoon drive in a brand-new Ram.