The Goodyear Tire & Rubber Company (Nasdaq: GT) has announced that it is taking to the race track to launch its new North American integrated advertising campaign during the biggest event of the NASCAR season, the Daytona 500.
Designed to highlight those experts who choose Goodyear's tires for their superior performance, the new ads focus on the relationship between top NASCAR drivers and their choice of Goodyear. The new advertising, which continues to leverage the tremendous equity the company has generated among experts over its history, will debut this week in television and print ads starting during the Daytona 500 in Daytona Beach, Fla.
"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," said Gary Melliere, General Manager - Goodyear Brand/Sponsorships. "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."
Television advertising begins this week, including airing on FOX during the Feb. 24 Daytona 500, the premier race that kicks off the NASCAR season, which is watched by approximately 20 million viewers.
The campaign's initial television advertisement, entitled 'Most Demanding Customer,' showcases NASCAR and its drivers as a proving ground for Goodyear's tire innovation. The commercial highlights the fast-paced sport with strong racing images that help display how highly competitive racing – at speeds of 200 mph – put Goodyear tires through torture tests every week on different tracks and a variety of surfaces. "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.
Employing a fully integrated marketing effort, Goodyear also is using radio and print advertising, along with a strong digital campaign to reach millions of online consumers. The interactive campaign will be supported by "always on" search marketing, in addition to appearing on popular search engines and websites. During the race broadcast, unique "blimp pops" – in-program messages featuring an animated Goodyear Blimp – will appear on-screen to further deliver the brand's 'More Driven' message.
The integrated marketing efforts were developed by Goodyear and its creative advertising agency, GSD&M Idea City of Austin, Texas, and digital agency, Digitas of Boston.