A salute to service alongside singer/songwriter, Lee Brice!

Create a national marketing campaign that raised awareness and encouraged donations for the Intrepid Fallen Heroes Fund.

THE ASSIGNMENT

Create a national marketing campaign that raised awareness and encouraged donations for the Intrepid Fallen Heroes Fund.

WHAT WE DID

CBS & NAPA Auto Parts developed a custom experiential & content program featuring country music star, Lee Brice. We kicked off the program with a branded sweepstakes hosted on a custom landing page to drive donations to support the Intrepid Fallen Heroes Fund. To promote, Lee and CBS joined forces to spread the word across both social and media platforms. Rough cuts of on-air interviews with CBS DJs and digital media were distributed along with additional promotion across social channels. For additional support Lee made mention of the initiative at select concert events. To show gratitude, donors were given free swag, free music and a chance to attend a private performance hosted by Lee and his band!

The second half of the program leaned into CBS’s content expertise. CBS producers captured exclusive footage of Lee and his band as they hosted a private jam session at Fort Belvoir alongside soldiers who participate in the PTSD music therapy program giving a nod to active service members, veterans & their families. CBS captured and shared the experience across its platforms by telling the remarkable story of overcoming a silent disease and advocating for those who do not have the ability to advocate for themselves.

 

WHAT MADE IT GREAT

Collective serendipity! An ad campaign focused on philanthropy that greatly rewarded its patrons! Our comprehensive program combined all-star talent, a pioneer in content and massive distribution power, raising awareness and funds for America’s heroes.

Music Can Heal featuring Lee Brice

Intrepid Fallen Heroes Fund