The alliance between Bridgestone’s iconic Firestone brand and DreamWorks Animation, known for its hit franchises including Shrek, Kung Fu Panda and Madagascar, will give Firestone customers an early opportunity to engage with the soon-to-be famous speedy snail and his tricked-out racing crew.
Bridgestone entities around the world will take this opportunity to promote the Firestone Brand. In Europe, where the movie has been screened in cinemas as of this month, Firestone has linked in with the event with trade sell-in promotions and consumer sell-out incentives in several countries, including Spain, Denmark and eastern European markets. The Firestone European website, point-of-sale material and novelties will support the activity.
“Firestone is an iconic brand which has been present in Europe since the 1930s. It is still very well known to people – especially in the South – for its racing activities in Formula 1,Le Mans 24-hour and Indy Car. This movie and the sponsorship package offer us the perfect platform to put Firestone on the map again”, says Jake Rønsholt, General Manager, Corporate and Brand Communications, Bridgestone Europe.
Firestone Racing tyres, the official tyre of IZOD IndyCar Series, are heavily featured in the movie, which is partly set at the Indianapolis Motor Speedway. The filmmakers worked closely with Bridgestone Americas, and Firestone Racing engineers to understand the technology and behind-the-scenes workings of the race tyres to ensure accuracy and authenticity for the high velocity movie.
“We saw the opportunity to align with DreamWorks Animation to tell the story of a speedy snail who dreams of competing in the Indy 500 as a natural extension of our commitment to help introduce the sport to a new generation of race fans,” said a Bridgestone America’s spokesperson. “Turbo’s perseverance, values and spirit align perfectly with Firestone’s legacy in IndyCar racing and at the Indianapolis Motor Speedway. We could not be more thrilled with this collaboration.”
“This alliance with Bridgestone Americas and Firestone brings the thrill of authentic racing to Turbo, a fun, fast-paced 3D ride for the entire family,” said Anne Globe, DreamWorks Animation’s Chief Marketing Officer. “Fans will love the opportunities created by this iconic brand to engage with Turbo beyond the theater.”
For more information on Firestone's racing history, click here.
For Fun facts on Firestone, Turbo and the Indy 500, click here.