2 min read

Jimmie Allen × Cooper Tires

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Cooper Tires: The Ultimate Roadie

The Campaign: 

Cooper Tires is going on tour with Jimmie Allen to find out what it takes to make his tour possible. Fans will learn about life on a working tour and how Cooper Tires serve as a trusted roadie, getting people safely to their destinations.

This campaign includes custom video content with Jimmie talking about life on the road and the touring team that supports him. David, Jack, and Parker, members of Jimmie's team who know the real Jimmie, share how they prep for a tour and tell stories from the road. Social posts direct fans to a custom landing page, created by MAX, where fans can see more behind-the-scenes footage from Jimmie’s tour and learn tips about getting ready for a road trip from Cooper Tire.

While he’s on tour, Jimmie Allen puts his complete trust into his team, knowing that they will make sure that everything from stage set up to break down goes smoothly and safely–just like he trusts Cooper Tires and their dedication to quality, loyalty, integrity, and hard work to get him everywhere he needs to go.

The Song: "be Alright"

This campaign features Jimmie Allen’s song “be alright” from his third album, Tulip Drive. In this song, Jimmie talks about the hard work and dedication it takes to accomplish his dreams, conveying the idea of trusting your instincts with the highs and lows of life and staying focused on the road ahead.


Cooper Tires and Jimmie Allen incorporated MAX’s latest tech innovation into this campaign, using SET.Live to directly interact with fans during Jimmie Allen’s Bettie James Festival. Fans saw a custom video played on concert video screens telling them how they could register to win the Cooper Tires VIP experience in real-time via a QR code displayed on screen.

Winners were selected in real-time before Jimmie’s performance, and were then escorted to attend a VIP meet & greet with Jimmie, given exclusive merch, and upgraded to Cooper Tires' VIP premium seats. Cooper Tires used SET.Live to create the memory of a lifetime for a lucky Jimmie Allen fan!

Get to Know Jimmie Allen

Multi-platinum recording artist and songwriter Jimmie Allen has been blazing trails since the beginning of his breakout career. He has been nominated for (and won) numerous awards and even co-hosted the ACM awards alongside Dolly Parton & Gabby Barrett.

Allen launched his career with two consecutive No. 1 hits off his debut album, Mercury Lane (which The New York Times dubbed as one of 2018’s strongest). In 2020, Allen released his star-studded collaboration project Bettie James, which garnered critical acclaim for its music, the historic nature of various collaborations, and its subsequent place in country music history. Allen’s follow up album, Bettie James Gold Edition, doubles down on Allen’s expansive love for music across genres.

Much like his approach to music, Allen’s other creative pursuits know no boundaries. His debut picture book, My Voice Is a Trumpet – a powerful story about speaking up for what you believe in, at any age – was published in 2021. He also serves as Executive Music Producer for Netflix’s series Titletown High and recently reached the quarterfinals as a contestant on Dancing With The Stars’ landmark 30th.

In 2022, Allen embarked on his first headline tour, the Down Home Tour.

Follow Jimmie Allen on Social / Streaming:

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