Goodyear, which has finally replaced The Spirit of America blimp with a new airship, a dirigible called Spirit of Innovation, is launching a new campaign focusing on the new ship and the fact that the company has been flying its famous airship at events for 60 years. The company will launch a season-long marketing program celebrating the moment by lauding college football traditions, starting this weekend in Dallas, at the AdvoCare Classic, where the blimp will make an aerial presence.
At the game, where Alabama plays Wisconsin, the Goodyear will blimp will fly. The campaign includes new advertising with a “traditions” theme, highlighting traditions in college football. The ad shows different teams with their traditions, including cheerleaders, the guy who gets to the stadium early, and the stadium crowd wearing their team colors.
It also shows footage of Texas Tech’s Masked Rider; Penn State’s White Out; Texas A&M’s 12th Man; USMA’s Army Cannon; the University of Colorado’s running of Ralphie the Buffalo; and the University of Oklahoma’s Sooner Schooner. Goodyear says it worked with collegiate multimedia rights leader Learfield Sports to align with the university programs for the campaign.
“Goodyear has a strong tradition of innovation and game-changing performance, both on the road and in the air,” said Gary Melliere, Goodyear’s general manager of sponsorships. “This year we’re celebrating college football traditions that inspire superior performance, and we’re inviting fans to come along for the ride.”
As a promotional boost, Goodyear will dangle (literally) a chance for a ride in the airship. Goodyear is touting the passenger possibility at its Facebook “Road to the Goodyear Cotton Bowl” page and Twitter.
Earlier this year the company launched a humorous video campaign feature NASCAR driver Carl Edwards that talked about the technology behind its tires. It was created by long-time agency GSD&M.