A Tune About Tires

When Firestone aligned its brand with the thriving country music industry, we were ready to take our client up the charts. With decades of experience in Music City, our team realized a key insight that could be used to our advantage: No, they don’t write songs about paved roads, but they do write songs about tires (just ask Jason Aldean). And what all those songs have in common is a guitar.

CREATING IDABELLE

So, we made one. Yep, we became fast friends with Dave Johnson, a guy known in the biz for handcrafting guitars for some of the most well-respected musicians. The end result was a one-of-a-kind, Firestone-red electric guitar that we hoped would find its way into the hands of the biggest names in the genre. We named her after a very special lady: Idabelle, the wife of the company’s founder, Harvey Firestone.

ALL ROADS LEAD TO THE AUDIENCE

Idabelle seemed too special to only live on stage. In a nod to Firestone’s individualistic nature, we created a video about how the custom guitar was made. The video was edited in-house and oozed the “work hard, play hard” attitude the brand embodies. Not only was it sharable on their social channels, it also seamlessly strengthened Firestone’s “All country roads lead to Music City” campaign.

HITTING ALL THE RIGHT NOTES

With over 471,000 views and 830 shares on Facebook in the first month, Idabelle struck a chord with Firestone and its audience. She’s currently on tour across the United States and has already been played on some of country music’s biggest stages, including the CMT Awards and CMA Fest. Most importantly, the content we created for Firestone sparked engagement online, and Idabelle will continue to reach country music fans at their favorite venues. Sounds like a hit.

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