As the (American) football season returns, Goodyear is leveraging its rights as an official partner of College Football Playoffs with a new season campaign called ‘Blimpworthy’
The Akron-based tire giant has a long association with college football: indeed, it has partnered college football since 1955 and has a lengthy track record of providing aerial footage for TV broadcasts with its famous blimp.
Little surprise then that the Goodyear Tire & Rubber Company is again places its iconic airship at the heart off a campaign that aims to give ‘the grittiest, most heroic moments in college football history’ a special designation – ‘blimp-worthy’.
The leverage campaign, developed with agency GSD&M, is led by a series of TV spots debuting from 30 August to coincide with college football kick-off and airing through the season.
The first commercial, called ‘Witness’, aims to offer an authoritative voice to the brand’s iconic blimp and is created around gritty film footage from college football history – offering historical highlights of Blimpworthy moments and the hardworking individuals behind them.
The spots are being supported by a set of print ads: which are initially running in ESPN the Magazine and Sports Illustrated.
Goodyear is also promoting the campaign digitally (www.goodyearcollegefootball.com) on social media using the hashtag #Blimpworthy.
It's the will to fight when there's no fight left in you, to persevere against all odds. We call it #Blimpworthy pic.twitter.com/oKlLEnU9R7
— Goodyear (@goodyear) September 1, 2016
the brand is also bringing a series of on-site fan experiences and participatory interactions to college games through the season.
. @ATTStadium with fans seeing if they have the determination and drive to earn the designation of #Blimpworthy pic.twitter.com/Yr0ViIiPpM
— Goodyear (@goodyear) September 3, 2016
A further stand of this comprehensive, integrated marketing initiative sees Goodyear is team up with a team of athlete ambassadors from a variety of backgrounds, but all synonymous with college football and Blimpworthy accolades.
These include the current ESPN Analyst and Pro Football Hall of Famer Jerome Bettis: who is playing an endorser role for the campaign launch and its evolution throughout the college football season.
This #Blimpworthy concept aims to both personify the iconic Goodyear Blimp and chronicle the hard work, determination and grit it has witnessed while covering defining moments in college football history.
At its core, the campaign objective is to capture the spirit that embodies what it takes to win and succeed.
‘We’re trying to deliver a message that transcends football; that extends to people’s everyday lives,’ explains Goodyear marketing director Seth Klugherz.
‘When they get knocked down, they get back on their feet and do what it takes to accomplish their goals—whether that’s carrying guys on your back to eke out that extra yard, or doing something in your personal life, all of that is blimp-worthy. Hard work, determination and grit are characteristics that are not only consistent with the culture of college football but are values greatly admired by Goodyear.’
In fact, the Goodyear Blimp first enabled fans to have fantastic aerial views and footage of the 1955 Rose Bowl – revolutionising the spectators sporting events experience.
‘The blimp is one of the most iconic corporate symbols out there. Historically, it’s a great asset, and it’s been there for 61 years witnessing these moments,’ adds Klugherz.
‘From the 1955 Rose Bowl on, we’ve been part of the fabric of college football. There are shared values between college football and Goodyear: hard work, determination and grit. We know this really resonates with consumers.’
The team at agency GSD&M was led by chief creative officer Jay Russell and group creative directors Alisa Wixom, Kris Wixom, Bill Bayne and Bill Marceau, it was art directed by Dale Austin, written by Brandon Curl and executive produced by Laura Busino.
The director of integrated production was Jack Epsteen, SVP/MD was Maureen Barry, account leadership handled by Jeff Orth, Cat Snyder, Gigi Baffi and Katherine LaViscount, with strategic planning by John D’Acierno, Nicholas Howard.
Business affairs are run by Jo Ella Mathis, Melody Parsons, the project was managed by Christina, while TV and print production graphics and FX were by Electric Theatre Collective, it was edited by Chris Catanach of Cartel and the music was composed by Butter.
Comment
This campaign is part of Goodyear’s collage of college football sponsorships.
Through 2016, Goodyear will offer an aerial presence every week at ESPN’s College GameDay and ABC primetime game as well as many other major matchups during the season.
The @GoodyearBlimp is ready to cover opening weekend. What #CollegeColors will you be sporting? pic.twitter.com/B799yJ7gxa
— Goodyear (@goodyear) September 2, 2016
In addition to being one of the official sponsors of the college football playoffs, in 2014 it also signed a partnership with ESPN to sponsor the Goodyear Cotton Bowl Classic.
The countdown to the 81st Goodyear Cotton Bowl Classic officially begins! #CottonBowl #DriveTo81 pic.twitter.com/InqLiUy3oI
— Cotton Bowl Classic (@CottonBowlGame) September 1, 2016
Among other notable recent Goodyear sports sponsorship campaigns was its ‘Born In Akron’ NBA Play Off Finals ambush (case case study) and its multiple motor racing partnerships like its well known, ongoing alliance with NASCAR (see case study).
Links
Goodyear YouTube:
https://www.youtube.com/user/Goodyear
Goodyear Twitter:
https://twitter.com/goodyear?lang=en
Goodyear Facebook:
https://www.facebook.com/Goodyear/
Goodyear Web:
Goodyear Google+
https://plus.google.com/u/1/113899834581674201550
GSD&M:
NCAA College Football:
http://www.ncaa.com/sports/football
ESPN College Football:
