Bridgestone is known for its high quality products, services, technology and innovation. Strongly committed to sport, Bridgestone has been the exclusive offical tyre supplier to Moto GP for 6 years and involved with the Moto GP circuit for 13 years.
BACKGROUND & STRATEGY
To make the switch to winter tyres, Bridgestone sponsored the FIS Alpine Ski World Cup for the third consecutive year and has announced the renewal of its sponsorship for the next three seasons.
Eurosport’s large community of wintersports fans represented the ideal platform for Bridgestone to highlight its association with the competition and to meet 3 main objectives:
- Leverage Bridgestone’s 2013-2014 Alpine Skiing World Cup on-ground partnership with broadcast sponsorship on Eurosport
- Increase Bridgestone’s brand awareness among Eurosport viewers and push product promotion in a targeted environment
- Promote and drive potential customers directly to the Bridgestone website.
The partnership package consisted in a powerful 360° multimedia activation around the FIS Alpine Skiing World Cup, including:
- 30’’ TV spots on Eurosport with a focus on Live broadcast
- TV sponsorship on Eurosport and Eurosport 2 during the whole season
- Worldwide online visibility through video pre- rolls on Eurosport’s websites and especially on Wintersports and Alpine skiing sections
- Mobile activation featuring video pre-rolls and splash screens in the Wintersports section to improve product awareness and generate additional reach
- Social Media activities: production of a Bridgestone video channel, available on all Eurosport’ websites, as well as dedicated content for Bridgestone’sCalled Zapping ski, the video clips offered Wintersports content extracted from our TV magazine Watts.
RESULTS & ACHIEVEMENTS
- THE TV CAMPAIGN RECORDED 237 MILLION IMPACTS AROUND THE ALPINE SKIING WORLD CUP (+25% VS. 2012-13), WITH 60% OF UPMARKET VIEWERS
- 40 MILLION EUROPEANS REACHED OVER THE SEASON (+38% VS. 2012-13)
- ADDITIONAL REACH OF THE ONLINE CAMPAIGN WITH OVER 7 MILLION AD IMPRESSIONS DELIVERED
- A MASSIVE 8% CLICK RATE SENDING OVER HALF A MILLION TARGETED USERS TO THE BRAND’S WEBSITE AND ENHANCING BRIDGESTONE FACEBOOK FANS