Motor Trend + [tyres]

Keeping the Tire Rolling
Goodyear
Category: Automotive and Transport
Advertiser: GOODYEAR TIRE & RUBBER COMPANY
Product/Service: ASSURANCE FUEL MAX TIRE

The PR team developed a comprehensive, multi-phased programme designed to excite the industry, trade and retailers, burst onto the consumer scene with a huge bang, and continue a steady drumbeat of consumer exposure throughout the year. Detailed plans were developed to generate a series of news pegs and events to garner print, broadcast and online coverage on a national level.

From the exciting Fuel Max Challenge, which pitted 15-year-old female Soap Box champion Tyler Shoff against NASCAR champ Greg Biffle in the ultimate race of fuel efficiency, and local market seasonal outreach delivering fuel-saving tips and product advice via local Goodyear Dealers, to shattering the Guinness World Record for fuel economy, all outreach tactics were specifically tailored so that the key Assurance Fuel Max messages were the story, or indivisibly linked to the news hook. The phases included 'Consumer Launch', 'Go for the Record' and 'Keeping the Tire Rolling'.