Case Study › Firestone Indy 500
Bringing Firestone's racing history to fans in Europe
Bringing the Batibouw experience to every home
The Indy 500 is considered the "Greatest Spectacle in Racing." As part of the Triple Crown of Motorsport, it's a must-see event for all racing fans. But this historic American event is lesser-known in Europe, and Europeans' knowledge of Firestone's rich racing heritage is almost non-existent. It wasn't for lack of passion. It was because most motorsport fans never had the chance to experience it.
Business challenge
Get Firestone to reach as many European racing enthusiasts as possible by organising a creative and effective social media campaign.
Insights
Firestone's history in racing is legendary. In the early days, founder Harvey Firestone often used the racetrack as a proving ground to test innovations for his tyre technology. We knew there was plenty of old footage and images to share — we just needed to find a way to bring the content to life.
Ideas
Using vintage footage and photos from the company's archives, we repurposed the content to tell the story of Firestone's racing history and the Indy 500 through an online quiz and interactive ads.
By transforming old visuals into Boomerangs and adding a countdown clock for each question, we designed an engaging and fun way for people to learn more about this iconic part of Firestone history.
We then organised a strategic digital campaign to reach as many people as possible with our quiz and send a few lucky winners to the 2018 Indy 500.
Impact
Smart targeting, vintage pop culture design and a spectacular prize resulted in an incredible amount of quiz participants and a brand-new audience interested in Firestone’s racing heritage.
12.1M
People reached
22.698
Quiz participants
2.588
Leads generated
12
Lucky winners
Got a project?
We’re more about the walk than talk, but if you have an idea for your customer experience project — we want to hear it!
About Firestone
Firestone Tire and Rubber Company is a legendary brand. Born over a century ago, Firestone boasts an impressive list of achievements on and off the racetrack. Bridgestone acquired Firestone in 1988 and is working hard to spread the word in Europe through product development and marketing
Related cases
Wolf Oil | Always-on on social
An agile creation process for a consistent & constant social media presence.
Firestone Live | Content marketing
Leveraging Firestone's music heritage to increase the number of website sessions by 256% and boost the social traffic by 1274%.
Firestone Indy 500 | Content Marketing
