Goodyear & Walmart Road Tested
College football players work hard every season to achieve a winning record, especially for road games. In addition, the fans must commit to supporting their teams on the road week in and out. In 2021, I led a team to create a campaign called “Road Tested” to support the Goodyear college football partnership and highlight the characteristics athletes, fans and our tires share. The platform allowed us to not only own the road for fans but also establish that Goodyear Tires were 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.
For over 4 years now, we’ve created social, digital banners, in-store displays and broadcast campaigns using the platform. To support our retail partners like Walmart, we cast former Dallas Cowboys star Marcus Spears for Walmart as its "Road-Tested Coach." His celebrity and authentic knowledge of the tests of the road helped football fans “Road Tested” for themselves. The 2024 campaign was considered the most successful to date.
It all begins with an idea.
Dedicated college football fans are on the road just as much as their favorite teams. Who better than an ex pro like Marcus Spears to reassure them that Goodyear Tires get you to the game and back.
Make it stand out.
As part of the campaign, we created a toolkit of :15 and :06 second spots for preroll, social and digital media. Marcus’ natural sense of humor and our knockout cast helped ensure the impressions we needed.
Quick and to the point.
Sometimes it’s easier to tell consumers what they need to hear. of course, you have to get their attention first. Humor always works.
The Walmart selection.
An important part of this campaign was to ladder back to the vast selection of tires at Walmart. This was a fun way to do it under the guise that Marcus is our “Road Tested” coach.
Speak in a language fans understand.
The team had fun creating scripts that used football lingo to tie back to real Goodyear product attributes.