Shaun White Stars in 'Extreme' Webisodes for BFGoodrich
Olympic champ injects youth and enthusiasm into tire company's advertising
Olympic champ injects youth and enthusiasm into tire company's advertising
Shaun White is known for a lot of thing – his collection of Olympic medals, his snowboarding chops, his hair – but driving isn’t one of them. In fact, he admits he’s pretty terrible at it.
So the two-time gold medalist might seem an odd choice to endorse BFGoodrich Tires. But the tire company is using White to inject a little youth and enthusiasm into its advertising, and to show that its tires can help anyone “upgrade” his or her performance.
“He’s a world-class athlete who’s all about demonstrating his extreme capabilities and having fun,” said Jamey Fish, director of consumer experience for BFGoodrich. “That’s very much in line with the BFGoodrich essence.”
Besides, “he likes cars and has a couple of real good ones, like a Lamborghini and a ’66 Ford Mustang,” Fish continued, “but he’s also the first to admit he’s not the greatest driver.”
To help White learn, BFGoodrich recruited two of its other celebrity spokesmen – Samuel Hubinette, Formula Drift champion and X Games medalist, and Lars Wolfe, a Rally America competitor – to provide White with some extreme driving lessons. Those lessons are being captured on Webisodes that B.F. Goodrich is uploading to its own site, its Facebook fan page and its YouTube channel. The campaign officially kicked off last week at the ESPN Winter X Games 15 in Aspen, which BFGoodrich is co-sponsoring.
BFGoodrich signed White to a multiyear deal, though Fish couldn’t say just how many Webisodes will be produced. “We haven’t ruled out anything,” he said. “We just want Shaun to get behind the wheel of these cars and see where it takes him.”
The campaign, courtesy of The Martin Agency in Richmond, Va. also consists of 15-second TV promos running on ESPN and display ads online, both of which direct viewers to the mini-site. Print ads will run in ESPN Magazine. Point-of-sale items featuring White will also appear at BFGoodrich dealers. The tag line for the campaign is “Upgrade to BFGoodrich.”
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 resourceThe rise of short-form video content is not merely a fad; it is a transformative force that is here to stay. Embracing this trend and harnessing its p...
View articleWith millions in funding secured, Sora signals where exponentially evolving AI aims to take visual media next. Ready to manifest visions at the speed ...
View articleIn the dynamic landscape of digital marketing, Snapchat's innovative 7/0 optimisation window is redefining the game, but how does this impact you as a...
View articleAhead of the Cannes Lions Awards, which includes a Creative B2B Lion, we caught up with Tyrona Heath, Director at the B2B Institute, to discuss the va...
View articleHousehold level targeting, reaching users beyond traditional methods such as display and pre-roll, and using CTV to complement client's linear TV camp...
View articleIt's not as easy as making a video and putting it out on all of your social media accounts. If you're doing that, stop. Instead, customize your conten...
View articleKaiser Permanente provides health care coverage, serving over 12.6 million members across nine states in the US. Kaiser Permanente is well recognized ...
View articleWhile building brand awareness is the primary goal, how can B2B marketers choose the best ad platforms to surface ads and maximize investment? Read Mo...
View article