🚗💨 What they did

CMA leaned into a personality-driven engagement playbook with their Fast Track to Nashville campaign. During this first social digital campaign, fans could "build their dream carpool" to the CMA Fest, choosing their "crew" from a lineup of country music artists.  Fans got to assign roles like:

• Driver 🚘
• Aux Controller 👩‍🎤
  
• Snack Master 🍬
• Backseat Snoozer 😴
• Passenger Princess 💅
• Human GPS 📍

Whether it was Shaboozey on aux or Keith Urban on snack duty - letting fans imagine which of their favourite artists would fit each role was an invitation to relate, not just vote. 

Why this campaign works

The campaign taps into two truths of fandom:

1. Fans obsess over artist personalities
2. Fans crave playful, imaginative ways to connect 

This campaign sparked emotional engagement  ahead of the CMA fest, igniting debates and reposts. The vibe was a bit of "if you know, you know" mixed with a "share with friends" approach to position for virality and sharing within groups.

Even better? This was a concept that didn't rely on a ticket giveaway to work. Though a well-placed prize could have levelled up conversion, the idea had legs on its own. And that's the mark of a creative fan experience. 

💡 Steal this idea

Your fans at large are cultural commentators, play into it:

• Make it personal, make it human: Voting doesn't always have to be so black and white. Ask your fans to cast a vibe.
• Give them roles: Translate archetypes into fun, familiar social tropes
• Design for shareability: Try to build in some conversation starters ("You put who on the Aux?)

One idea for next time

This campaign idea stood on its own, but a tie-in with a car or snack sponsor could level it up. The prize could have matched the fantasy, like "Win the Ultimate Road Trip to Nashville," powered by a car brand or snack sponsor. It would have deepened the link between story and conversion.