'Cars 2' Drives Goodyear's Home Page
Cross-promotion marries computer screen and big screen.
Cross-promotion marries computer screen and big screen.
Goodyear and the Disney Pixar movie “Cars 2” are taking turns playing publisher and advertiser. Heading into the animated picture’s release this weekend, the two companies have struck a rather unusual cross-promotional relationship where they mix the computer screen with the big screen.
First, Goodyear has re-skinned its website to include a sizable ad for the movie. Highlighting the sequel’s main character, it includes the copy: “Lighting McQueen is back. And he still counts on his Lightyear Tires for superior performance.” Viewers who click through can watch a trailer as well as two other sneak peek videos, all while staying on GoodyearTires.com.
Digitas, Goodyear’s agency, is orchestrating the campaign, which includes display ads running on popular publisher sites through the July 4th holiday weekend. “The ads will direct people to the GoodyearTires.com site,” Victor Lee, SVP of marketing for the agency, told ClickZ News.
Goodyear dealers across the nation are promoting the movie with point-of-sale signage. And for good reason: Lighting McQueen only rolls with the fictitious Lightyear Tires, a play on the actual tire brand and Pixar’s Buzz Lightyear character from the studio’s “Toy Story” movies. The Goodyear Blimp has been temporarily rebranded as “Lightyear Blimp” and made an up-in-the-sky appearance at the movie’s Hollywood premiere last weekend. The Goodyear Blimp Facebook Page is also being leveraged to promote the initiative.
In theaters, Lee said Goodyear would receive a pre-movie ad on the big screen before every showing as well as appear via print in-lobby promos. “We are allowing the conversation to happen on both sides,” he said. “The beauty is that Goodyear is such a big part of the film.”
Co-branded TV ads are also part of the integrated effort. For the offline elements mentioned above, Austin, TX-based marketing firm GSD&M contributed to the campaign while partnering with Digitas.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceAfter testing over 30K image and video ads over the past year, Consumer Acquisition's Brian Bowman provides some interesting insights into how Faceboo...
View articleDuring a WHOSAY event, Chase CMO Kristin Lemkau discussed the bank's future as more of its own media company, as well as the evolution of the ad unit ...
View articleMarketers are increasingly prioritizing digital, which is expected to account for one-third of 2017's ad spend. However, there are serious issues with...
View articleFacebook has announced that it is planning to withdraw the ability to boost a list of post types from its available ad formats, as they didn’t seem to...
View articleWe all know that Facebook is a viable source of huge amounts of mobile traffic with relatively cheap CPCs). It’s too good an opportunity to ignore in ...
View articlePreviously available exclusively to some of its biggest ad clients, Facebook will soon make Advanced Measurement available to all advertisers through ...
View articleLast week, PageFair released its 2017 Adblock Report, and the news was not good for publishers and advertisers. Read More...
View articleAs it prepares for a 2017 IPO that could be the largest in the social media space since Facebook went public in 2012, all eyes are on Snapchat. Read M...
View article