PTX & Dolly Parton “Jolene”

"Jolene” makes history for Cracker Barrel, Dolly Parton and Pentatonix...

  • Branded Content
  • Music Licensing
  • Publicity
  • Strategy
  • Talent Procurement

The Challenge

Connect Cracker Barrel to a younger millennial audience while maintaining relevance with their core consumer through earned media, original video content and social engagement.

What We Did

Pair music superstar Dolly Parton with YouTube sensation Pentatonix to release a new, once-in-a-lifetime collaboration of “Jolene” to support the release of her deluxe album “Pure & Simple” at Cracker Barrel Old Country Store®. The two Spotlight Music artists recorded and released an A Cappella version of Parton’s chart-topping hit, with a special performance video filmed on a Cracker Barrel front porch setting. The video was exclusively released on Pentaonix’s YouTube page, immediately reaching the group’s young fan base and drawing media attention to this unique collaboration.

The Results

175M+ Earned Media Impressions

37M+ Views on Youtube

The Song Became the Driving Force Behind Powerful Performances on the 2016 CMA Awards and The Voice

Dolly Parton Sets Record and Becomes the First Artist with Top 20 Hits on the Hot Country Songs Chart in Each Decade Since the ’60s

First Time a Brand Has Ever Brought Together a Moment That Led to a GRAMMY Win

2016 GRAMMY Award for Best Country Duo/Group Performance

Winner of a Gold Clio Award, Recognizing Innovation and Creative Excellence in Advertising, Design, and Communication

Cracker Barrel Was Behind This Grammy-Winning Remix of Dolly Parton’s ‘Jolene.’ Read More

Related Work.

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Dolly Parton and Cracker Barrel Old Country Store team up for the ultimate…

  • Branded Content
  • Music Licensing
  • Strategy
  • Talent Procurement
  • Video Content + Digital Media

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