July 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.