An experiential campaign designed to give fans a taste of life on the road ahead of the show's launch.
The Road reinvents the music competition format, following emerging musicians as they hit the road, performing as opening acts for Keith Urban at venues across the country. Urban, alongside executive producers Blake Shelton, Taylor Sheridan, “Tour Manager” Gretchen Wilson, and guest country stars, decide, along with a live audience, who advances to the next city and wins the grand prize. The series captures their high-stakes, unfiltered journeys and offers a backstage pass into the gritty life of a touring musician.
Because The Road is all about life on tour, Mirada partnered with CBS to bring fans directly into the experience through an immersive, curated activation that felt like stepping onto the show’s tour bus. In addition to designing and managing the tour bus, we identified key markets to host large-scale activations, including pop-up concerts, screenings, a premiere party, and more.
With 6,671 total miles traveled, we ensured that all eyes were on The Road leading into the premiere!
By The Numbers
6,671
Miles Traveled
14
Cities Visited
17
Stops Activated
20.8B
Press Impressions
10.15M
Social Impressions
Building The Experience
Bringing the road to life
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.
In order to make this activation go beyond being a moving billboard in bus form, we also developed an activation footprint to host event attendees at various stops.
The Footprint
In collaboration with our teams at the Trailer Park Group, we 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.
We 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.
Carhartt x CBS
Influencer Screening
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.
Old 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
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.
