BFGoodrich and TEN, publisher of Motor Trend and Four Wheeler magazines, put driving enthusiasts to the test in the Driver Enough Challenge, a two-day competition in May at Willow Springs International Raceway in Rosamond, CA.
The challenge tested participants’ driving skills in on- and off-road courses as part of the tire manufacturer’s latest ad campaign that asks consumers: Are You Driver Enough? It also proved through pre- and post-event surveys the value of experiential marketing in reaching potential buyers as 81 percent of respondents indicated they have an excellent opinion of BFGoodrich Tires after participating in the event and 81 percent said they would recommend them.
A call through BFGoodrich’s and TEN’s social media sites asked consumers to submit YouTube videos showing why they were “driver enough” to handle the brand’s two newest tires. Internal judges at Goodrich chose six drivers to participate; another 50 signed up through a microsite.
On-site the participants were divided into groups of eight to keep the instructor-to-driver ratio as intimate as possible. Each session kicked off with a classroom “chalk talk,” followed by a demo lap with a driving instructor behind the wheel to offer course familiarity. Then, participants took off on a practice lap followed by a timed lap. After a knock-out round on the first day, 10 finalists returned the next day to complete the competition, trying to beat the lap times set by BFGoodrich professional drivers Brad Lovell and Andrew Comrie-Picard. Social media postings, digital content and word-of-mouth amplified the event.
“We wanted people to experience the tires and truly get a feel for why these products are going to be dominant in the market place,” says Carrie Woodward, brand community manager for BFGoodrich and Michelin brand tires. Agency: In-house