Rather than infusing Ram Trucks into existing HISTORY programming, this partnership integrated HISTORY into Ram Trucks’ initiatives to tell compelling new stories. Highlighting Ram Trucks as a dependable and rugged vehicle, a combination of short-form stories, animated vignettes, quizzes and custom branded content profiled the people and places that endured, survived and overcame adversity along the United States’ longest road, Historic Route 20.

The program kicked off with a series of Mile Marker Quizzes and Postcards from the Longest Road, which introduced fans to the fabled history of Route 20. After generating that initial awareness, the series kicked into high gear with a rolling series of content released across both on-air media channels and social platforms. This included a HISTORY-produced short film series, Stories from the Longest Road, that told powerful stories of people and places along Route 20. A piece of Ram custom branded content was also produced, which featured Zac Fowler, winner of Season 3 of HISTORY’s Alone. A custom tune-in and a block identifier bumper also highlighted the series throughout the linear schedule.

With more than 13.4 million total impressions and 1.4 million video views, the campaign was a runaway success. The true-to-life stories of real people resonated with viewers, while exposure across multiple platforms enhanced brand impact. After seeing such strong results, Ram Trucks chose to continue the campaign through 2018.