Bridgestone is the world’s leading tire and rubber company. We have been a trusted agency partner for Bridgestone since 2002, leading digital strategy initiatives, cross-agency collaboration, global best practices, social content, creative development, event activation, and product launches.
Overview
Creating depth for the National Football League partnership.
For many years, we have been part of the trusted team to concept, create, and deliver strong brand activations for Bridgestone at the Super Bowl, Olympic Games, and with league and athlete partnerships spanning the NFL, NHL, and PGA Tour. In 2019, we set out to reimagine the NFL partnership.
Insights
Position the NFL as a year-long media and creative solution to engage fans at every stage of performance.
For the 2019-2020 NFL season, we worked closely with the brand to keenly position media activations and engagement with the NFL as not just a seasonal or one-time Super Bowl event, but rather a year-long partnership. We worked to:
- Reimagine media execution and digital content with focus at every stage of performance
- Leverage the Bridgestone ‘Clutch Performance’ messaging (performance when it matters most) at every stage of performance–well beyond just the season and Super Bowl
- Engage consumers and activate year-round to fully leverage the vast NFL platform to develop breakthrough awareness and growth for the brand partnership
- Initiate a year-round strategy to support
- The 2019 NFL Combine
- The red carpet of the NFL Draft in a unique setting: Nashville, TN
- Off-Season Training with NFL stars
- Pre-Season Camps for the 2019 Season
- The Pro Bowl
- The Super Bowl in Miami
Actions + Results
The result: a 7X growth rate in social and digital impact for the brand compared to prior year.
We accomplished this by drawing relatable connections between the performance of Bridgestone tires and key athletes like Greg Olsen, JuJu Smith-Schuster, Christian McCaffrey, Larry Fitzgerald, and many others both on and off the field.
- Utilized national and social media, as well as teams in local markets, and select current/former players allowed us to maximize the Bridgestone brand experience
- Provided opportunity to truly engage with a more diverse set of creative content and on-site activations
- This resulted in a 7X growth rate in social and digital impact for the brand compared to prior year
