To support the Goodyear college football partnership, we created a season-long messaging platform called "Road Tested." For over over two years now, the positioning has allowed the brand to own the road and the road game.
As part of the media campaign for the program, we cast former Dallas Cowboys star Marcus Spears for Walmart as its "Road-Tested Coach." His celebrity and knowledge of the tests of the road helped football fans prep with confidence for road games.
The program included promotions, fan video portraits, an extensive social campaign, in-store POS, execution and support for the Goodyear Cotton Bowl and a media campaign.
