The initiative allows amateur goalies to showcase their talent whilst connecting customers to the tyre giant’s Blizzak brand promise
Bridgestone has launched a campaign themed, The Official Tire of Great Stops, to signal the expansion of its investment in hockey. The grassroots sponsorship initiative offers amateur goalies an opportunity to showcase their talent across a world stage as well as connects customers to the tyre giant’s Blizzak brand promise.
The effort allows kids aged 13 and older an avenue to share personal on-ice-stopping milestone videos featuring either themselves or a family member. Those interested can participate in the digital-led movement by using the hashtags #Bridgestone and #GreatStopsPromo.
Via the company’s partnership with the National Hockey League, netizens who engage with the brand socially stand to be featured across the said video-board during the 2016 Bridgestone NHL Winter Classic scheduled for 1 January 2016 at the Gillette Stadium in Foxboro, Massachusetts.
A multi-faced push involving both online and offline elements, its first leg beginning in December will culminate in a display of highlight reels set to mark the debut of the games through the aforementioned video-board during the highly anticipated 2016 showdown.
Social influencers have been engaged to amplify the Bridgestone and NHL’s social media properties in Canada. Each channel aspires to urge players and their relatives to share videos and direct viewers to the campaign’s microsite. Digital advertising and postings at more than 300 rinks will also help spread the message.
“The campaign gives lets us show support for hockey in a way that’s meaningful for the countless parents who spend their winters driving back and forth to the rink. For us, sports sponsorship is as much about community as it is about the big game,” said Michele Amirault, Brand Marketing Manager, Canada of Bridgestone Canada.
