From 25-Foot Guitars to Hot Chicken Trucks, ABC Goes All-In Launching 9-1-1: Nashville

Nashville is home to numerous American cultural staples, including country music, Nashville Hot Chicken, and Dolly Parton. Now, the city will house another staple: Ryan Murphy's 9-1-1 universe, as 9-1-1: Nashville premieres on October 9 on ABC. The new series, starring Chris O'Donnell, Jessica Capshaw, LeAnn Rimes, Hailey Kilgore, and Kimberly Williams-Paisley, will be the third installment in the 9-1-1 franchise, and ABC is going all-in on Music City with its marketing campaign. The network has prepared an immersive experience that celebrates the show's portrayal of emergency responders while highlighting Nashville's cultural identity. "Our marketing campaign for 9-1-1: Nashville was designed to do more than promote a new series—it was built to immerse audiences in the heartbeat of the city and the heroism at its core," said Laura Lovas, svp of brand partnerships and experiential at Disney Entertainment Television. The rollout began at CMA Fest in June with photo-op installations that blended the franchise's emergency scenarios with a 25-foot guitar. While Nashville is at the center of the show's marketing efforts, the reach extends beyond the city. The "Taste of Nashville" activation, which launches in New York on October 2-3 before heading to Los Angeles on October 8-9, features emergency-themed vehicles serving Hattie B's hot chicken. The trucks aren't just serving food, but will house photo-ops inspired by the show's 113 unit and distribute merchandise, including hot sauces and customizable bandanas. "From the iconic hot chicken sandwich and sweet tea to custom-wrapped, emergency-themed vehicles featuring series artwork, every detail was designed to evoke the energy and authenticity of Music City," Lovas said. However, eye-catching activations represent only a small aspect of the series’ marketing strategy. Above all, ABC stressed a deep commitment to honoring the first responders who inspire the franchise. On the premiere date, ABC and guitar company Gibson will host a concert for Nashville's first responders at the Gibson Garage, featuring live performances from Gibson country artists. Furthermore, the week of the premiere will also see downtown Nashville businesses offering special discounts to first responders. "First responders are the heartbeat of the 9-1-1 franchise, and honoring them isn't just part of our marketing strategy—it's a reflection of the values that drive our storytelling," Lovas said. Additionally, 9-1-1: Nashville joined forces with Red Frogs, a non-profit organization committed to supporting and safeguarding young adults, to create Chill Zones every Friday leading up to the premiere to provide safety resources, hydration stations, and branded merchandise to nightlife patrons in Nashville. The campaign timed its rollout to capitalize on Nashville's highest-profile cultural events. From the guitar installation at CMA Fest to the Grand Ole Opry's 100th Anniversary celebration from October 3-5, where that massive guitar will make another appearance, each activation builds on the previous one. "It's been a consistent drumbeat—each activation building on the last—to drive awareness, excitement, and emotional resonance leading into premiere," Lovas said. Importantly, certain partnerships extend beyond the premiere. Fans can enter for a chance to win a trip for two to Nashville through "Visit Music City," while first responder discounts will continue well after the show debuts. Digital extensions, including a digital spectacular lighting up Sunset Boulevard in Los Angeles and a 3D billboard in midtown Manhattan, served to amplify the physical activations, with social media coverage turning local events into shareable national moments. "By pairing these experiences with dynamic social coverage, we extended the reach of each activation far beyond its physical footprint," said Lovas. "Ultimately, social media helped us bring the spirit of Nashville to life in key markets and connect with viewers in a way that felt personal and powerful on a national scale." The result is a marketing campaign that makes 9-1-1: Nashville feel less like a show and more like an experience, bringing the spirit of Music City to viewers nationwide while honoring the real heroes who inspire the stories.

Programming & Performance

From 25-Foot Guitars to Hot Chicken Trucks, ABC Goes All-In Launching 9-1-1: Nashville

ABC makes 9-1-1: Nashville emergency viewing with new campaign

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