Bridgestone’s ‘Everywhere’ campaign site exceeds 1,000,000 visits
It only got underway in early June, yet within less than two months Bridgestone’s new ‘Everywhere’ campaign website has received a million visits from across Europe. The beeneverywhere.eu site and campaign, which is video-rich and pairs with social media, is described by Bridgestone Europe as innovative and fun, a tweaking of the Bridgestone ‘Your Journey, Our Passion’ corporate slogan with an interactive road trip ‘driven by you’.
“Bridgestone is absolutely delighted with the very positive response to our new brand initiative,” said Jake Rønsholt, general manager Corporate and Brand Communications, Bridgestone Europe. “Tyres are a low-involvement product for many people; with ‘Everywhere’ we want to take the conversation with end-users to a level that is far more relevant for them: their journeys. At the same time we provide entertainment, information and interesting facts. And of course the amplification of our initiative on social media shows how much people are enjoying and valuing the experience.”
The campaign revolves around a video that takes viewers on an entertaining trip and invites them to enter contests, play games and generally have fun along the way. Motorcycle enthusiasts can win a MotoGP VIP weekend and ‘meet & greet’ with multiple world champion Valentino Rossi (contest ends 18 August). Bridgestone’s data shows that visitors not only stop at the Rossi and ‘Road trip creator’ contests, they also have fun with the interactive ‘Tent’ game and ‘Tattoo’ page.
JWT International CEO Derek Turner-Smith, the creative agency behind the initiative commented: “It’s fantastic to see people across Europe engaging with the brand in such a way. It completely validates our approach to creating innovative solutions that bring brands to life.”
Bridgestone Europe says its partnership with JWT and PhD, the company in charge of the media campaign, resulted in a very different and innovative campaign concept. The tyre maker says ‘Everywhere’ is no temporary initiative; on the contrary, its stated aim is to bond with end users throughout the whole year.
Dr. Ivana Uspenski, account director of PhD: “Bridgestone agrees that effective seeding which their media agency PHD has driven to the site through Facebook, internet banners and other mechanisms played a key role in building such a heavy hit rate. In the first month of the campaign alone, media activities already generated more than 20,000 new FB fans.”