Goodyear 'Control Freak' Video Combines Product Performance, Entertainment

July 25, 2012

• Eagle video hits 210,000 views on YouTube
• New product now available at retail outlets
• All-season control and enhanced handling are highlighted.

AKRON, Ohio, July 25 – A combination of a high-performance automobile, a professional stunt driver, lots of video cameras and Goodyear’s new Eagle F1 Asymmetric All-Season tire is attracting the attention of thousands of potential tire buyers.

With these elements added together, Goodyear created a popular video, which has generated more than 210,000 views on YouTube alone.

To support the launch of the Goodyear Eagle F1 Asymmetric All-Season tire – now available at Goodyear retailers – the entertaining nearly four-minute video was created to playfully highlight the excellent performance features of the tire. The video can be viewed on YouTube (http://www.youtube.com/user/Goodyear/featured?v=M041nqZNUg8) or at a variety of popular consumer sites.

“This is an exciting new tire in an exciting, growing consumer segment … so it made sense to, in turn, produce a really exciting video to help tell the story of the importance of having the right tires,” said Jonathan Lee, general manager, Goodyear brand. “Consumers will see that tire grip is important to peak automotive performance, and the new Eagle specifically demonstrates superior handling during the video clip.”

Working with its creative agency, Goodyear tapped Ben Conrad, director of some popular viral videos that feature exciting automotive action, to work on the project.  With the creation of the video, the team helped show off the Eagle F1 Asymmetric All-Season in a tire retail store “test drive.” Four people go for a wild ride with “undercover” Hollywood stunt driver Danny Downey as he demonstrates how the tires handle all-season conditions … with a few surprises.

The Goodyear video was shot in April in California, with the opening scene at a retail outlet of Mountain View Tire, a Goodyear dealer. Among the features are ice, rain, a giant wooden ramp and a piñata truck.

With the product availability of the new Eagle, the creation and broad distribution of the popular Control Freak video, a home page highlight on goodyear.com, and in-store consumer materials, Goodyear is also extending the reach of the Eagle F1 Asymmetric All-Season with advertising in key media outlets.

“The number of views is great and will help build brand equity among those who see it. Our media investment strategy has been very focused and targeted at consumers most likely to buy performance tires and delivered via targeted print and public relations outreach,” said Lee.

The Eagle F1 Asymmetric All-Season is an all-new design, inspired by the complementary summer tire, the Goodyear Eagle F1 Asymmetric 2. It features a Dry Handling Zone on the outside shoulder for enhanced handling and grip, and an All-Season Zone on the inside shoulder for increased water evacuation.

Additionally, the new tire offers these technical features:

• Specialized Tread Compound with Functionalized Polymers – for enhanced performance characteristics, such as wet traction and dry handling.
• TredLock Technology – with microgrooves that provide biting edges for enhanced wet traction.
• Traction Teeth – providing further biting edges for traction in rain and snow.

The Eagle F1 Asymmetric All-Season carries a 45,000-mile tread life limited warranty, is tunable for original equipment applications, carries W- and Y-speed ratings, and will be offered in 36 different size combinations.

Goodyear is one of the world’s largest tire companies.  It employs approximately 73,000 people and manufactures its products in 54 facilities in 22 countries around the world.  Its two Innovation Centers in Akron, Ohio and Colmar-Berg, Luxembourg strive to develop state-of-the-art products and services that set the technology and performance standard for the industry.  For more information about Goodyear or its products, go to www.goodyear.com.