Bridgestone, the world’s largest tyre manufacturer, is always on the lookout for new, innovative and engaging ways of supporting its customers’ journeys on the road. Launched on the internet today, the “We’ve been everywhere” campaign does exactly that. Centring around a fun and highly interactive video – to the tune of a special Bridgestone customised cover version of Johnny Cash’s “I've been everywhere, man” – the campaign is designed to inspire the universal urge to escape everyday life and explore new places. For those who dare to leave the beaten track, even on the internet, a brand-new journey awaits at www.beeneverywhere.eu.
The “We’ve been everywhere” campaign has been designed for maximum entertainment, interactivity and share-ability with strong links to social media. On entering the main site, visitors are shown an engaging movie as a prelude to several highly interactive features and fun content such as personalised movie scenes, online games and a movie editor, so visitors can create and share their own road trip movie courtesy of Bridgestone.
The campaign revolves around the story of one hero who quits his day job to explore the world. Set to a catchy, up-beat soundtrack based on the classic hit “I’ve been everywhere, man” by Johnny Cash, the movie inspires the urge we all feel sometimes to get out of our comfort zone and go in search of new experiences. Like a daydream, the movie takes us on a journey and leaves us with the urge to make our own.
Jake Rønsholt, General Manager, Corporate and Brand Communications at Bridgestone Europe: “And part of the beauty of the campaign is that visitors to the main site can do exactly that, on just about any device. By letting people create their own version of the road trip using photos from their Facebook page, Bridgestone puts fans behind the wheel of their own journey, letting them create and share their own experiences. The built-in interactive movie editor puts the driver in control, in the same way as Bridgestone tyres do.”
The “We’ve been everywhere” campaign will be launched via a comprehensive range of marketing initiatives including special offers, games, competitions and events with great prizes to be won ranging from all-expenses-paid road trips to a meet-and-greet session with multiple MotoGP World Champion rider, Valentino Rossi.
The creative work and roll-out of the integrated Bridgestone campaign was produced by the JWT International agency, part of the WPP group. The comprehensive and integrated media campaign is outlined by PHD Germany.
So wherever you’ve been, wherever you’re headed, your journey starts at www.beeneverywhere.eu.
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