CHALLENGE

Enter CMA Music Fest as a title sponsor for the very first time and create highly trafficked activations and shareable experiences on the festival footprint. Enhance brand conversation and awareness with current guests and build loyalty with new demographics.

 

SOLUTION

Cracker Barrel entered into a multi-year deal with CMA to build ongoing brand engagement through a stage name sponsorship, consumer facing activations, and branded digital content. The brand produced special moments on stage each night with authentic artist participation. Cracker Barrel also executed a consumer engagement event called Rock-A-Thon, a rocking chair experience with tracking technologies to rock benefitting CMA Foundation. Cracker Barrel also partnered with ride-sharing service Lyft for surprise artist rides with some of today’s top country music talent.

RESULTS

Over 170 million earned impressions


$15,000 raised for CMA Foundation through Rock-A-Thon


170,000+ Rocks during Rock-A-Thon


Record attendance at Ascend Amphitheater during CMA Music Fest


100,000 combined views of Lyft surprise videos

 

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