Nascar Activation

An “Experiential Garage” Tells the Goodyear Story

For over 50 years, the Goodyear/NASCAR partnership has created a strong and lasting bond between Goodyear and race fans. We wanted to increase the impact of this sponsorship and build more equity for Goodyear products. And so we created the Goodyear Garage, a fully interactive 50' x 60' space that traveled to NASCAR events. The Goodyear Garage featured a museum on Goodyear’s racing heritage, factoids and collateral on the technology behind tires, and an installation service center for jumbo tires which kept the garage packed at all times. And race fans on the web weren’t left out either. They could visit the garage at goodyeargarage.com and enter a sweepstakes to win a vehicle completely customized by a NASCAR driver.

The results:
      • 35,000 people experienced the Goodyear Garage at races
      • 20,000+ people entered the at-track sweepstakes online
      • 55% opt-in rate to receive future product information
      • Over 30,000,000 impressions from media coverage