The “Letters for Lyrics” campaign was promoted via entertainment marketing, drive-to at retail, national advertising (print, radio, TV) and social media and featured three main elements: CD promotion and exchange.

“Breaking Southern Ground” CD featured tracks by ZBB, and other country artists and was exchanged for letters at Ram dealerships, Zac Brown Band concerts and other Ram events.Downloads of the band’s single, “Free.” With every download, Ram made a donation to the Soldier’s Angels non-profit serving active servicemen and women, veterans and their families.U.S.O. documentary footage.The band’s documentary, “For Those Who Serve,” is exclusively hosted at RAMTrucks.com.

Nearly every U.S. soldier in Iraq and Afghanistan has received a letter from home as a result of this program and tens of thousands of the letters were physically dropped off at RAM dealerships nationwide.The campaign’s theme song, “Free,” quickly shot to #1 on the Billboard charts and was nominated for a Grammy which Zac Brown attributes to the publicity and media support around the Letters for Lyrics campaign.