Goodyear launches ‘My Feel Good Place’ social media campaign
Goodyear launched a new social media campaign to back up its “Made to Feel Good” slogan. The “My Feel Good Place” campaign is being run through Instagram, collecting images of people’s favourite spots from around the world and automatically generating an interactive map.
Goodyear states that the initiative represents an expansion of its mission statement; the manufacturer wants to expand the meaning of its slogan from “giving people the experience of a comfortable journey to the experience of that next inspiring, familiar or even life-changing destination.” Instagram users can submit pictures to the platform tagging a photo with #MyFeelGoodPlace. Their shot may then be eligible to win a few prizes, including a grand prize of two Goodyear-sponsored around the world airline tickets.
RT@Goodyear_Es "We are about to reveal your favorite locations soon, the one you always want to come back to! pic.twitter.com/TAu9yLj6iK
— MyFeelGoodPlace (@MyFeelGoodPlace) March 13, 2015
The importance of finding a safe, “feel good” space or environment goes beyond just a pretty picture and its impact on the human psyche can hardly be overestimated, as is also confirmed by experts. “While immersing ourselves in spaces/environments that we consider psychologically safe, people can revitalize their body and mind by distancing themselves from any work related or personal stressors. Indeed, locating one’s feel good place can have important psychological benefits for their mood, feeling and overall performance,” says Dr Dimitrios Tsivrikos, consumer and business psychologist at the University College of London.
“From prehistoric times, humans were preoccupied in enriching (i.e. cave drawings) or discovering places that made them feel safe and improved their psychological and physical well-being. In contemporary times we observe the same phenomenon, where humans engage in a number of journeys in their attempt to spend time in locations that make them feel safe and reconnect with themselves and their loved ones.”
To kick-off the campaign, the Goodyear team took to the road in the pursuit of prime ‘Feel Good Places’ for the site. They explored Lake Como and identified prime ‘Feel Good’ location with the glacial waters of this picturesque location and the panoramic views on the Grigna Mountains providing the background for one of the most beautiful roads in the world. Como served as backdrop for the first pictures on the ‘My Feel Good Place’ platform, with each of Goodyear’s “Feel Good Place” marked with a 4×12 meter wide version of the legendary wingfoot.
“This campaign is meant to capture the essence of ‘Made to Feel Good’ and the idea that Goodyear gives you peace of mind wherever you want to go. Whether it’s a psychological escape or physical journey, Goodyear celebrates consumers’ feel good places and the journeys behind them with this platform,” says Hans Vrijsen, marketing director consumer EMEA Goodyear Dunlop.