Case Study
The Road | CBS
Building the Experience
For The Ultimate Bus Tour, CBS tasked Trailer Park Group with creating a first-of-its-kind experience that would give fans a taste of life on The Road, drive tune-in, and make an impact across key markets.
The CBS team also brought together a wide range of partners—from the NFL and Carhartt to Cracker Barrel and local affiliate teams—all eager to be part of the journey.
For the bus, the TPG X Mirada teams developed a VIP experience where fans could sample an episode, view the tour map, play the guitar, and have multiple photo opps.
The Footprint
In collaboration with Mirada, Trailer Park Group developed the experiential footprint, featuring three vehicles: the actual bus from the show, a stage truck for pop-up activations, and an experience truck used for cargo that also became part of the activation layout when parked.
TPG X Mirada also created tailored programming and run of shows for each of the 17 stops inclusive of performances by the show talent, games, giveaways, and more.
One of CBS’ main partners for the show was Carhartt who outfitted the musicians as well as the brand ambassadors at each event. For an influencer event, Trailer Park Group partnered with CBS and Carhartt to bring the bus to the new flagship Carhartt store in New York City, followed by an early screening at CBS.
Cracker Barrel Activation
Guests enjoyed live performances and Q&As on the main stage, plus LED screens featuring contestant highlights and show sizzles. The space also offered classic lawn games, Cracker Barrel boxed meals, a photo op in front of the tour bus, and an interactive “Pick” table where fans could cast their vote using a guitar pick for who they thought would win.
All the elements created an environment where people can relax, connect, and immerse themselves in the energy of the show.
Ole Red Premiere Party
The Ole Red Premiere Party brought together the show’s musicians, executives, influencers, and other VIPs for a night of celebration and promotion ahead of the official premiere. Hosted by Gretchen Wilson, the evening featured live performances from the show’s artists, a premiere episode screening, and a special message from Blake Shelton.
Musicians walked the red carpet, participated in press interviews, and then took the Ole Red stage. The second floor served as an exclusive VIP area for influencers, press, and executives to mingle, enjoy food and drinks, and watch the performances and screening. The first floor remained open to the public, driving sampling and tune-in for the show.
Trailer Park transformed Ole Red with full show branding and redesigned decor to match The Road aesthetic. Outside, The Road tour bus parked on Broadway created a standout photo moment and hosted influencer and press tours.
With a line down the block for public entry, Ole Red was undeniably the place to be.
NFL Titans Activation
Set up next to the official Nissan Stadium Tailgate Zone, the activation invited fans to enjoy live performances and meet & greets with The Road musicians ahead of the Titans game on premiere day. LED screens showcased contestant highlights and show sizzles, while the space offered classic lawn games, a photo op in front of the tour bus, and an interactive “Pick” table where fans cast their vote, using a guitar pick, for who they thought would win.
The Titans mascot, T-Rac, and cheerleaders brought high energy with a pep rally at the activation, driving both fan engagement and content capture. Show musician Cassidy Daniels performed the National Anthem to kick off the Patriots vs. Titans game, adding to the excitement of the day.
Activating on premiere day brought an extra layer of energy and celebration to the final tour stop, uniting fans, talent, and the spirit of the show.
