Being the official sponsor of the NFL for 12 years, Bridgestone tasked us with the challenge of authentically weaving its brand into the fan-fueled pandemonium happening right in its own backyard.
Go Big or Go Home
We created larger-than-life visuals to generate buzz, securing 13 out-of-home billboards throughout downtown and the surrounding areas that celebrated Clutch Fans. Among those was a 17-foot high, 22-foot wide 3-D inflatable tire billboard—making history as the first of its kind in Music City.
Meet ‘n Greet
Out-of-towners and locals alike were greeted with 12 airport columns in baggage claim and pickup/rideshare areas at Nashville International Airport. Welcome to Nashville, ya’ll.
That’s a Wrap
Bridgestone’s corporate headquarters downtown wowed fans with a 60-foot building wrap—making it an Instagram drool-worthy backdrop for fans. We also kept the brand front and center with seven digital LED screens outside of Bridgestone Arena as well as a huge lobby wrap, elevator wraps and lobby flags.
We enlisted the help of retired NFL favorites DeAngelo Williams and Vince Wilfork to be the official faces of Bridgestone on the red carpet. Known for creating iconic looks for the likes of Dolly Parton, Johnny Cash and Elvis Presley, world-famous designer and fellow Nashvillian Manuel Cuevas created bedazzled, Bridgestone-branded suits for Williams and Wilfork as they worked the carpet.
We created four teaser videos highlighting the suit creation process, proving there can never be too many rhinestones. Sporting the designs, Williams and Wilfork got fans and players pumped on Bridgestone social channels as well as their personal pages as they interviewed rising NFL elite on the carpet. The “suitable” stunt generated an estimated 24.8 billion media reach/impressions in nearly 100 outlets, including top-tier publications like Sports Illustrated, Barstool Sports and CBS Sports, and 6.4 million social media reach/impressions.
A Big Ole Party
Bridgestone hosted an exclusive teammate party at Ole Red in downtown Nashville, calling it the “Clutch Performance Lounge.” This invite-only event gave attendees the ultimate VIP experience, with player appearances, Bridgestone and NFL Draft-branded vinyl wraps, elevator wraps, plush pillows and “clutch cocktails” to quench fandom thirst.