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Ultimate experience launch for Bridgestone Adrenalin urban sporty tyre

Apr, 10 2013

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Bridgestone has integrated an exclusive “ultimate experience” driving event into its digital marketing campaign for the launch of the Potenza Adrenalin RE002 urban sporty tyre.

Courtesy of Bridgestone, 60 leading motor bloggers from across Europe gathered at the Ascari race track near Malaga, Spain, on 23rd March to test the product and live the Adrenalin “ultimate experience”.

“To help build our digital campaign, we invited top motor bloggers to experience the thrill of Adrenalin performance for themselves on one of Europe’s most exciting race circuits” says Jake Rønsholt, General Manager, Corporate & Brand Communications, Bridgestone Europe.

Down on the Ascari track, Bridgestone created a workshop with thrills and challenges guaranteed to keep the adrenalin flowing all day long. First of all, blogger guests were thrown in at the deep end with two laps behind the wheel to test the Adrenalin on wet and dry. Accompanied by professional instructors, the drivers were able to experience the sporty feeling and sharp handling of the Adrenalin (size 205/55R16) on an Audi A3 Sportback for the dry test, and a VW Golf on the wet track and skid pad.

The testing then got really serious, with bloggers competing with an Audi TT 2.0 S-line 211hp equipped with Adrenalin 225/45R17 in a dry slalom race - the ultimate Adrenalin handling experience.

On top of the workshop, Bridgestone added some other exciting events: a high speed “taxi ride” with expert drivers on an Audi TT Quattro, including a flying lap around the full 5-kilometre circuit with radical cars, and an off-road buggy competition supervised by an Ascari instructor.

“Adrenalin targets a mindset: whether the driver owns a city car, two-seater roadster or a standard saloon, Adrenalin tyres will give a daily driving sensation on the urban circuit” explains Jake Rønsholt.

The Potenza Adrenalin RE002 features large, stiff outer blocks with a 3D connection between shoulder and adjacent rib, giving the tyre sharp responsive turn-in and exhilarating cornering ability. Bridgestone’s new “pulse” groove and deflector technology provides the wet security needed in European conditions.

The beautiful Ascari Race Resort near Ronda (Malaga) is a private circuit designed for motorsport lovers to indulge their passion.