By Barry Janoff
February 22, 2013: Goodyear Tire & Rubber will take full advantage of its position as the official tire of Nascar by using the Daytona 500 to launch a multi-media campaign that will drive through the entire racing circuit season.
The initial effort will be anchored by a TV spot, "Most Demanding Customer," that shows how Nascar drivers push their Goodyear tires to the max, and how Goodyear then turns the experience into products for use in everyday life.
Support encompasses print, radio, Internet — including the company's dedicated Goodyear Racing Web site — and social media destinations such as Twitter, Facebook and YouTube. Lead agencies are GSD&M Idea City, Austin; and Boston-based digital agency Digitas.
Activation during Daytona 500 weekend includes on-site and in-air presence, the latter via the iconic Goodyear blimp.
Goodyear has been the official tire of Nascar since 1997 and has had a relationship with the circuit since the 1950s. The current deal with Nascar's Sprint Cup, Nationwide and Camping World Truck series runs through 2017. Goodyear is also the official tire of the National Hot Rod Assn.
"As our 'More Driven' campaign has progressed, we have successfully shown consumers the history and tradition of Goodyear, as well as the passion, innovation and expertise Goodyear uses to provide tires for superior performance in challenging conditions," Gary Melliere, GM-brand/sponsorshiops for Goodyear, said in a statement. "In our new advertising, we continue to showcase that what we learn making tires for expert drivers who face grueling conditions, such as Nascar, inspires what we roll into consumer tires."
In the launch "Most Demanding Customer" spot, we see Goodyear tires in the factory and then on high-speed cars on the track. A voiceover explains, "At Goodyear, we make tires for the world's most demanding drivers. Meticulously crafted to help handle 200 mile per hour turns."
"These types of conditions provide continuous opportunities for Goodyear' to further develop tires for superior performance, on the track and on the highway."
As race action continues and cars hit pit row for changes of Goodyear tires, the voiceover says, "Always evolving to face the grueling demands of Nascar. And everything we learn from making tires for our most demanding customers inspires what we roll into yours."
The final scene is on a highway, where cars roll with Goodyear tires. (See the full spot here.)
"These types of conditions provide continuous opportunities for Goodyear's engineers to further develop tires for superior performance, both on the track and on the highway," said Melliere.
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