Goodyear branded photo-op standee
Photo-op standees in team colors
Goodyear tire check tool & retail bounce coupon
Experiential
Point of sale
CHALLENGE
2015 would mark Goodyear Tire’s first year as the title sponsor of the Cotton Bowl Classic. But the brand’s history with the bowl game dates back 60 years to 1955 when Goodyear’s iconic blimp broadcast aerial coverage of the game to home audiences. Our challenge was to develop an exciting fan experience that would proudly announce Goodyear’s new sponsorship, while also highlighting the deep ties the brand had with the Cotton Bowl.
ACTION
We created an interactive experience that would allow college football fans to feel the excitement of gameday while also highlighting Goodyear's rich history with the bowl game and showing off its full product line of tires.
The activation included:
Photo-op standees in Goodyear and team colors
Product demonstrations and exhibits
Custom t-shirt booths
A miniature version of the Goodyear Blimp circling the interior of the stadium, dropping prize giveaways
A surprise complimentary tire check for all attendees’ cars in the stadium parking lot
RESULT
The activation was a successful debut for Goodyear as the Cotton Bowl Classic’s title sponsor and the brand received a big thanks from Sports Illustrated in its Extra Mustard column the day after the big game.
ROLE
Concepting/Ideation
Art Direction
Design
Illustration
TEAM
Creative Director: Mike Wierzbicki
Senior Copywriter: Mary Klug
Art Director: Mike Wozniak