Starting in September, Goodyear and its creative partners will roll out a teaser introductory video to kick-off the launch of a friendly NHRA vs. NASCAR Boot Camp Challenge campaign for Goodyear – all to raise funds and awareness of Support Our Troops, a non-profit organization benefiting military personnel and their families. Supported by a microsite, online videos, banner ads, Goodyear blimp messaging, print, radio, and at-track branding efforts, the off-the-track battle will take nine drivers from both the NHRA and NASCAR on an obstacle course made out of Goodyear tires.
Throughout September and October, Goodyear will roll out competitor videos of funny, teasing and smack-talk commentary from 20 additional and non-competing drivers who are placing their own bets. On November 4, Goodyear will announce the winner of the Boot Camp Challenge which is the driver who completes the course the fastest, and air the competition in full on www.Goodyear.com/supportourtroops. Site will go live tomorrow. Then on November 10, National Service Men’s Day, Goodyear will air an emotional video of the drivers recognizing the troops for all they do.
In addition, to raise money for Support Our Troops, viewers will be asked to visit Goodyear’s site to put money on their favorite drivers participating in the Goodyear Boot Camp Challenge as well as text the word “Troops” to 20222 to donate $10. Viewers also have the option to participate in an online auction to bid on authentic NASCAR and NHRA tires autographed by the drivers who used them, as well as great experiences and items donated by many NASCAR & NHRA partners. Goodyear also plans to donate $20K in tires to beneficiaries of Support Our Troops.
GSD&M concepted this idea and collaborated with other Goodyear creative partners on the work: Wunderman, Digitas, HFA, MPG and Coyne.
Group Creative Directors: Jay Russell
Creative Director/Art Director – Tim Eger, Carly Conrad
Creative Director/Writer – Brett Baker, Nicole DuMouchel Davis
Executive Producer: Erika Mckay
Account Service: Maureen Barry, Soni Laing, Megan Robershotte
Strategy & Insights: Ellen Kolsto
Production company: Charlie Uniform Tango