Bridgestone drives consumer messaging through the NFL Draft
The NFL Draft becomes a bigger deal to fans and sponsors every year, and this year is the first time that ABC will air all three days of the event – meaning sponsors get prime time network coverage as well as on the NFL Network. Longtime NFL sponsor Bridgestone is hoping that the 2019 NFL Draft brings even more eyeballs to its tires.
Bridgestone ads during the NFL Draft
Bridgestone, the ‘official tire of the NFL’ this year welcomes football fans from around the world to its home city of Nashville for the upcoming draft, and the company will leverage the spotlight to debut two new television spots celebrating ‘Clutch Performance’ in the real world during the national telecast.
Like the NFL’s best players, Bridgestone states that its tires are built to deliver ‘Clutch Performance’ when it matters most in the real world. In this spirit, the new spots, ‘Hockey Mom’ and ‘Camp’ 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.
“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 Jeffrey Lack, vice president of brand marketing, Bridgestone Americas.
“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.”
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. 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.
See the work by clicking on the Creative Works box below.
