Strategy

Since we’re practically just up the street, CMT decided to forego some LA and New York shops and see what P|R could do to promote the debut of a new reality show. The premise: artists with careers in other musical genres hole up in a house in Nashville, and John Rich puts ‘em through their paces to see if they’ve got the chops to go country.

Our media team went to work researching and targeting the folks most likely to watch the show and put together a highly focused media plan. Our creative team worked closely with CMT on all creative elements. Rich media placements went out on key music, lifestyle and entertainment sites. We also included two email blasts, a Facebook sponsorship, and a countdown widget in the plan.

Results

Holy dang cow! The show’s exceeded all expectations! First the overnights came rolling in: highest rated CMT show debut among persons 18-49.

Then it got better. The show took off like a rocket. By the time the smoke cleared, CMT announced that the series became the highest-rated series in the network’s history. This has led to two more seasons of Gone Country.

Guess who was the online media partner for GC3? You got it, baby.