Long-time NFL sponsor Bridgestone believed the 2019 NFL Draft in its home town of Nashville would bring even more eyeballs to and engagement with its tires than in previous years so ran an integrated, multi-platform ‘Clutch Performance’ campaign to activate its NFL rights.
Bridgestone, the official tire of the NFL, this year welcomed football fans from around the world to its home city of Nashville for the draft and the company’s marketers leveraged the spotlight across a number of platforms.
The NFL Draft kicks off tomorrow—and it’s right in our backyard. Welcome to Nashville! #BridgestoneNFLDraft pic.twitter.com/TWmjN2Giqq
— Bridgestone Tires (@Bridgestone) April 24, 2019
The event saw the tire brand debut two new television spots, developed in harness with agency Leo Burnett, celebrating ‘Clutch Performance’ in the real world during the national telecast.
Like the NFL’s best players, Bridgestone’s creative states that its tires are built to deliver ‘Clutch Performance’ when it matters most in the real world.
This is reflected in the new spots ‘Hockey Mom’
and ‘Camp’
which focus on the performance of Bridgestone tires – specifically the durability of Dueler HL Alenza Plus tires and the control of the Turanza QuietTrack tire in unpredictable conditions.
In one, a mother drives on a winding mountain road to drop her son off at hockey practice, while another finds a man driving on dirt roads to a summer camp to bring his child a needed stuffed animal.
In addition, as the only NFL partner with headquarters in Nashville, the company will be activating on the ground in a variety of ways, including out-of-home branding, fan engagement activities, player partnerships, customer programs and employee events.
#ClutchPerformance is being ready when your number is called. @TeamJuJu’s wait on draft day hasn’t stopped him from coming up HUGE on game day. #Bridgestone #NFL #draftday pic.twitter.com/gfsNzVt4RR
— Bridgestone Tires (@Bridgestone) April 21, 2019
The company is also teaming up with former NFL stars Vince Wilfork and DeAngelo Williams, as well as a legendary Nashville suit designer to pay homage to Music City’s classic style, during the 2019 NFL Draft on the red carpet.
The @NFL Draft is coming to our backyard in Nashville, and our guys @wilfork75 and @DeAngeloRB are helping us celebrate. This is going to be BIG, so come spend draft weekend with us. #BridgestoneNFLDraft pic.twitter.com/7N0ER9BwNO
— Bridgestone Tires (@Bridgestone) April 23, 2019
Bridgestone will also be visible around town through NFL Draft signage and out of home advertising.
Fans will find welcome messages and Draft signage everywhere from the airport to highway billboards that highlight how ‘Clutch Performance’ and Bridgestone live in Nashville.
To engage fans, Bridgestone is activating within the NFL Draft Experience, an interactive fan village located right outside of the city’s Nissan Stadium.
The company’s footprint will offer a variety of fun football challenges, including jumping for a catch into a foam pit, getting a chance to interact with current and former NFL players, social media content capture opportunities and more.
It’s almost showtime on the #NFLDraft2019 Red Carpetpic.twitter.com/KNEwiagyBF
— Bridgestone Tires (@Bridgestone) April 25, 2019
“As the official tire of the NFL and a company that proudly calls Nashville home, Bridgestone is extremely excited to be part of the 2019 NFL Draft in Music City,” said Bridgestone Americas brand marketing VP Jeffrey Lack.
“We recognize that Clutch Performance doesn’t just happen on the field, it also happens in the real world. Our new commercials ‘Hockey Mom’ and ‘Camp’ celebrate everyday clutch performance moments, while also demonstrating how Bridgestone tires deliver when drivers need them most.”
Comment:
The NFL Draft has grown into a bigger and bigger non-sports sports property every year and in 2019 all three days of the event are being aired live on ABC, ESPN and the NFL Network – meaning that sponsors and marketers get plenty of prime time network coverage for their active activation and creative and this in turn encourages more rounded, multi-platform campaigns such as Bridgestone’s.
Links:
Bridgestone
https://www.bridgestonetire.com/
https://www.youtube.com/user/bridgestonetires
https://www.instagram.com/bridgestonetires/
https://twitter.com/Bridgestone
NFL
http://www.nflshop.com/source/bm-nflc…
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