We created a gigantic obstacle course in the desert that simulated the most demanding, dangerous tasks that could ever confront a trucker. Then we gave our target market new Ram trucks and had them compete against each other in a series of filmed races for a chance to win a Dodge Ram.Ram Challenge launched as an online reality show. TDM’s / e-TDM’s and Buzz guides were developed to reach four different macro-targets: Traditional Truckers, Families, Recreational Truckers and Industrial Truckers. Each piece of communication had the information most pertinent to each individual lifestyle and directed them to ramchallenge.com where they could watch contestants battling extreme versions of the exact challenges they face.