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the marquee matchups of the season, Tennessee versus Virginia
Tech in The Battle At Bristol, the first college football game ever
played at Bristol Motor Speedway. Goodyear saw this unique
intersection as an incredible opportunity to literally own the day in a
way only Goodyear can.
Supporting our military is part of the fabric of Goodyear, So
naturally we partnered with the U.S. Air Force to pull off a skydive
from the iconic Goodyear Blimp to deliver the gameday ball. We
even got Dale Jr. to make a surprise appearance. These key
elements, plus aerial coverage, blimp pops, TV commercial airings
and on-site branding garnered 4.6 million views on the Goodyear
brand. And that’s just people who were at the game or watching the
But we didn’t stop there. We knew we needed to amplify across
social media platforms to really get people talking about Goodyear
at a national level. We seeded the event with a teaser video online
and kept the conversation going all weekend with our video
content. Dale Jr. shared it with his 5 million fans. ESPN shared it
with 29 million of their fans. And those fans shared it with their
friends and fellow fans. Before we knew it, we had 49 million
But consumers weren’t the only ones talking about Goodyear.
Public Relations helped spread the enthusiasm and really kicked
things into high gear, earning 163 million impressions thanks to
stories written by the Associated Press, Forbes and USAToday to
name just a few of the many news outlets who covered the story.
So what started as a 2 minute skydive in Bristol Tennessee turned
into a 4-day activation that was viewed by millions of fans and
potential tire buyers across every platform and around the country..
That’s not luck. That’s the power of the Goodyear brand. And
moving forward, we’ll be looking to engage with consumers in fresh
and memorable ways like the Battle of Bristol. So get on board for
2017. We’re just getting started.
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