Goodyear & Cooper Tires Social
For the Goodyear Tire and Cooper Tire brands, I led the team that created weekly content for both brand social feeds. We supported massive NASCAR racing and NCAA College Football partnerships for Goodyear Tires and PBR (Professional Bull Riding) for Cooper Tires. Along with partnerships, we created brand social, promotional, long form and short form content honing in on current trends or laddering up to a more robust integrated campaign.
Goodyear is without a doubt the most prominent brand in NASCAR racing. We identified 4 pillars that resonate with fans that Goodyear could own: data, performance, track ethos and driver affinity.
Cooper Tire is surprisingly irreverent brand and our job was to build on that with relatable content that stopped the scroll. We learned that our target consumer responded well to socially aware and entertaining trend-based content so we amped it up to 11.
College football fans know victory tastes sweeter on the road. And as part of our “Road Tested” campaign, we made sure Goodyear was the official tire of the road game, celebrating and supporting the fans and players that take the challenges of the road head-on each week. Not only did we create a full suite of on-sire fan engagements for Goodyear Cotton Bowl game for 6 years, we also developed 3 social pillars that help Goodyear own the space on social: Celebrating winning road performances all season long, Spotlight the drive & culture of traveling fan bases, Help fans get road ready.