Texaco Ultimate Tailgate

Jul, 13, 2014




Texaco partnered with Luke Bryan’s “That’s My Kind of Night” Tour to reach country music fans via a custom-designed experience and a sweepstakes.


Desired Layout

HMS partnered with Y&R to manage onsite execution of the Texaco Ultimate Tailgate Truck program which traveled to six Luke Bryan concerts in Birmingham, Alabama; Atlanta, Georgia; Dallas, Texas; and Houston, Texas.


Build Approach

To appeal to both country music fans and Texaco’s target demographic, the company partnered with Luke Bryan to design a custom truck that was touted as the “ultimate tailgate truck.” The bed of the truck featured a flat screen TV, stereo system, leather chairs and a grill. The truck was the center of the tour, drawing in fans to enter the sweepstakes while capturing their data.


HMS was enlisted to manage the logistics and operations of the tour which included transportation of the truck from start to finish of the tour and giveaway; hired and managed brand ambassadors; and captured guest data.


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Hirschfeld Marketing Solutions

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"HMS Worldwide has helped us to engage with NASCAR’s fanbase to build both brand awareness and loyalty for Sweet Baby Ray’s. We have benefited on countless occasions from HMS Worldwide’s numerous, varied and deep NASCAR relationships and experience as our sampling programs have evolved over the years. The HMS team has a solid understanding of our brand and objectives, enabling them to successfully design efforts that fit our strategy and budget."

Tom Murphy
Brand Manager
Sweet Baby Ray’s