In advance of the opening of Madame Tussauds Nashville, RPR created and executed a drip campaign announcing its lineup of music icons. One of the figures the team was tasked with announcing was the Grand Ole Opry legend, Little Jimmy Dickens. The goal was to generate media buzz for the attraction while paying tribute to the late star.
STRATEGIES + TACTICS
RPR worked with the Grand Ole Opry to launch the figure through two activations. The team recruited country superstar, Brad Paisley, to reveal the figure on stage during an “Opry at the Ryman” show. Paisley, a longtime friend of the late star, honored Little Jimmy on stage. RPR also arranged for the figure to appear in the WSM radio studio two days later, on Little Jimmy Dickens birthday. All day long fellow Grand Ole Opry members and friends of Little Jimmy Dickens called in to share their favorite stories of the late star and discussed the likeness of the figure and reveal.
RPR received more than 170 media hits across 160+ outlets for a total reach of more than 150,835,000 viewers as part of the Little Jimmy Dickens reveal. Media spanned across TV, print, radio and online, with key hits in national media like Rolling Stone, Billboard and CMT.