Partnering with The Country Music Awards, ABC and platinum-selling country artist Breland, we challenged aspiring singers and songwriters on Tik Tok to help Breland electrify the country music genre by co-writing the first ever country song about the first-ever Chevy Silverado EV. The result? “My Kinda Truck” an ear worm of a track that will for sure live on repeat for months in your head.
BRELAND announced Duet with BRELAND at the CMA Awards in November of 2022, followed by an ABC and Hulu ad officially launching the song. We kicked it off on TikTok the same day with supporting posts by BRELAND pals Dierks Bentley, Maddie & Tae and Priscilla Block throughout the following weeks.
The contest took TikTok by storm, Within the first week — 74.6MM impressions, 2.2MM clicks and 1.6MM branded views.
In March of 2023 we announced our winner, country duo RIV x RICHIE. The Wisconsin-bred musicians wowed judges BRELAND, Dierks Bentley, Chevrolet's promotions lead and the chief engineer of the Silverado EV. To celebrate, we launched a separate campaign Road to the Stage where we got to know the duo and followed them from Wisconsin to Nashville, filming the lead up to performance day, their performance and meeting BRELAND.
As of Sept. 2023 — #ChevyEVSongContest had racked up: