Fathom Boosts Small Businesses with the 'All-Business Test Drives' for Ram Commercial

To help break through with small business customers, Ram Commercial and Fathom developed the Ram On Demand test drive program and supporting branded content series. These “all-business test drives” invite business owners to put Ram’s ProMaster and ProMaster City commercial vans through the unique, hectic paces of their business operations.  It’s an immersive product experience that goes well beyond a traditional dealership test drive. 

The short-form vignettes, shot documentary-style over four days, capture an authentic On Demand experience with unique and compelling small businesses in New York and Los Angeles. The Ram On Demand program and resulting video content was designed initially for digital and social distribution. However, the very positive small business response to this new way to do test drives has also inspired Ram dealers to create their own Ram On Demand programs with small businesses in their area.

The program soft-launched last month through a content series featuring two businesses—Andrew’s Honey in NYC and Veestro Foods in LA.  The newest vignette, launching next week, features Pest at Rest Exterminators in NYC. 

As far as we know, Ram Commercial is the first in its category to execute a direct On Demand test-drive program like this for small businesses, and will continue to look for innovative ways to connect with these difficult-to-reach customers.