CHALLENGE

Connect Cracker Barrel to a younger millennial audience while maintaining relevance with their core consumer through earned media, original video content and social engagement.

 

SOLUTION

Pair music superstar Dolly Parton with a cappella YouTube sensation Pentatonix to release a new, once-in-a-lifetime collaboration of “Jolene” to support the release of her deluxe album “Pure & Simple” at Cracker Barrel Old Country Store®. The two Spotlight Music artists recorded and released an a cappella version of Parton’s chart-topping hit, with a special performance video on a Cracker Barrel front porch setting. The video was exclusively released on Pentaonix’s YouTube page, immediately reaching the groups young fan base and drawing media attention to this unique collaboration.

RESULTS

Partnership earned over 175 Million Earned Media Impressions for the Brand


28+Million Views of video on YouTube


The song became the driving force behind two powerful performances on the 2016 CMA Awards and The Voice


Dolly Parton sets record and becomes the first artist with top 20 hits on the Hot Country songs chart in each decade since the 60’s


It is the first time a brand has ever brought together a moment that led to a GRAMMY win


2016 GRAMMY Award for Best Country Duo/Group Performance


Winner of a Gold Clio Award, recognizing innovation and creative excellence in advertising, design and communication

 

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