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AKRON, Ohio, February 22, 2012 – The Goodyear Tire & Rubber Company, the exclusive tire supplier for NASCAR’s three major national series, is creating one of the most unique interactive experiences at this year’s Daytona 500.
In support of the brand’s fully integrated “Racing Wouldn’t be the Same Without Goodyear” marketing platform, Goodyear’s activation agency, Wunderman3, created “Throw Down,” an oversized “Plinko”-like game. “Throw Down” gives fans the opportunity to drop an authentic race-used Goodyear Eagle tire down the 40-by-15-foot game board for a chance to win an array of prizes. To participate, fans will answer Goodyear Racing related trivia questions.
Adjacent to “Throw Down” in the track’s midway experience area is “Show Stopper,” an interactive exhibit that considers the alternatives NASCAR drivers would be faced with if they were not competing on Goodyear racing tires. In addition, Daytona fans will have the opportunity to experience what it feels like to be part of a pit crew via a tire-changing activity while learning why “Racing Wouldn’t be the Same Without Goodyear.”
An educational aspect in the display is the “Learning Curve” tent. Goodyear is giving fans a glimpse into the making of a race tire, the elements that make up the composition of a tire, and other insights into Goodyear Racing. This exhibit makes a connection between the things Goodyear learns in race tire development and then applies into consumer tires. A Goodyear expert will be available to answer questions about tires and racing.
“NASCAR is clearly the expert in stock car racing, and it has chosen Goodyear because of our expertise in delivering outstanding performance. That is the message we want to deliver to fans through this display experience,” said Kris Kienzl, Goodyear’s NASCAR marketing manager. “Our tire performance on the track validates our brand, inspires confidence for drivers and helps create exciting racing for fans.”
“What’s exciting about Goodyear’s presence at Daytona is how the engagement creates interest and attention through a fun, interactive platform while providing NASCAR fans with a lasting brand experience,” said Dan Richlen, SVP, group account director, Wunderman3.
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.
With over 150 employees focusing on three core disciplines: Promotion, Retail, and Events. Wunderman3 provides best-in-class strategic planning, account management, creative development, production management and promotional management, including legal compliance and fulfillment. Supporting retail practice is a national field marketing team servicing all of North America with an ability to customize national programs to a local level. For more references, see www.wunderman3.com.