Goodyear is racing into Daytona Beach this weekend for the Datyona 500, where it will launch a marketing campaign kicking off a new five-year partnership with NASCAR. The Akron, OH-based tire giant, which last year concluded a five-year Official Tire deal with the organization, will have new ads on the Fox broadcast of the race, experiential elements on the ground at Daytona International Speedway, it’s iconic blimp in the air, and its race-ready tires on all the cars.
Goodyear's campaign, via Austin, TX-based GSD&M Idea City and Boston-based Digitas, makes the demands of NASCAR’s bruising race environment a halo for the tire brand by exploiting the fact that all NASCAR race cars have to be shoed in Goodyear tires, as part of the partnership.
The creative, with a "Battle Tested, Road Ready" theme, weaves high-octane race footage (with ample shots of Goodyear tires on zooming cars) with that of Goodyear engineers and craftsmen building, testing, and honing NASCAR-spec race tires. The basic message is that what Goodyear makes for racers inspires what it makes for consumers. Goodyear will also have brand visibility all over the venue, and during the broadcast with things like animated Goodyear blimps on-screen carrying a ‘More Driven’ message. Print will be in racing pubs and properties like ESPN Magazine, USA Today and Sports Illustrated.
Its relationship with the organization also gives Goodyear pole position in NASCAR's Sprint Cup Series, the Nationwide Truck Series and Camping World Truck Series. The company will use those races to tout its Assurance, Eagle and Wrangler tire brands, per Gary Melliere, Goodyear's general manager of brand and sponsorships.