Nation of GO
Our BFGoodrich NationofGO.com site is an action-packed online gathering place for those who live for the thrill of the drive — a destination created for enthusiasts by enthusiasts.
GO is a lifestyle, an addiction. It’s an instinctual urge to get behind the wheel. At NationofGO.com, these automotive fiends create driver profiles; map roads, tracks and trails; upload photos and videos; post blogs and events; start discussions on forums and follow professional drivers. They connect; they share; they drive.
Taking the interactive invitation a step further, we helped BFGoodrich embark on a social networking initiative with the Nation of GO Tour. The 20-day tour traversed the country to drive awareness (pun definitely intended), posting pictures and videos and sharing stories about the journey. Nation of GO members followed the tour online by visiting the Nation of GO site, the Nation of GO Tour Blog, Twitter and YouTube.
I call shotgun!
To help relaunch this ultra-high performance tire line and reach a broader audience than the hardcore Gearhead group, we asked the question, “how do you get thousands of people to not just see, but feel what the KDW can do?” The answer was the KDW Shotgun Challenge, and the premise was simple: take 25 everyday people and let them ride shotgun in racecars fitted with KDW tires.
People at home watched the event live at KDWChallenge.com, and after it was all over, viewers could relive the best rides online, from multiple, synchronized camera angles, and almost feel like they were in the passenger seat.
Feel the Rumble
No more minimizing your Gmail window, or turning the sound off on your IM,
or frantically x-ing out of your fantasy football team’s stats page. Our new
voice-controlled “Drag Strip Challenge” for BFGoodrich will have you loudly
and proudly “grrrrrr-ing” your way to victory. The louder you are, the
faster your car will go. So channel your internal V8 and prepare to take
control at http://www.bfgoodrichtires.com/bfgapp/screamingfast/index.jsp.
And don’t forget to shift...
BFGoodrich Checks Gauges and Peels Out
With spots tackling real-life situations like "getting home from the fishing trip before the wife knows you're gone," this year's BFGoodrich campaign touts reliability while appealing to the desires of the everyday consumer. To reinforce the "Take Control" messaging that resonates with the this target, we showcased two of BFGoodrich's most-celebrated communities, off-roading and drifting, to illustrate that taking control behind the wheel begins with taking control of the tires.
BFGoodrich Conquers New Territory
BFGoodrich had been speaking to a small part of the enthusiast segment for years — “preaching to the converted,” with little chance of attracting new consumers. They needed communications that broadened the target without ignoring or alienating their core. The "Decisions" campaign not only showed the extreme scenarios (like speeding through Mexican deserts) that BFG enthusiasts face regularly, but it did so in a way that weekend warriors and weekend warrior wannabes could identify with, or aspire to, as the case may be.