Bridgestone Europe wins top award for new product launch

Apr, 03 2014

Adrenalin launch

Bridgestone – the number one tyre and rubber manufacturer in the world – has won the prestigious “Deutscher Mediapreis 2014” award in Germany for the launch of the Adrenalin RE002 urban sports tyre in 2013.

The Bridgestone “Ultimate Experience” launch event was voted top in the category “Media Idea of the Year: brand experience/event”.

The award was received by representatives of the international media agency PHD Germany and OMG Fuse, agency for brand staging and social media, on behalf of Bridgestone Europe at the Mediapreis awards ceremony in Munich on 6th March.

Bridgestone targets the Potenza Adrenalin RE002 premium sport tyre at car enthusiasts who love a sporty feel and want exciting handling on their everyday urban circuit. The idea behind the launch was to boost the digital marketing campaign by inviting 60 of Europe’s top automobile bloggers to test Adrenalin for themselves. Accompanied by professional instructors, these bloggers were able to feel the thrill of Adrenalin behind the wheel during Bridgestone’s “Ultimate Experience” weekend on one of Europe’s most exciting race tracks, the Ascari circuit in southern Spain. 

The event was received enthusiastically, generating positive and immediate brand coverage on the internet. In the month following the Ultimate Experience weekend, the bloggers posted 89 reports, photos, videos and articles on auto webzines and social networks – Facebook, YouTube, Flickr and Twitter – attracting more than 372,000 unique visitors and 806,000 visits.

“By letting bloggers experience Adrenalin on the Ascari circuit, we were able to accelerate the launch message down the digital highway” says Jake Rønsholt, Director, Corporate and Brand Communications, Bridgestone Europe.


About Deutscher Mediapreis.    
Werben & Verkaufen (Advertise & Sell), known as W&V and published by Süddeutsche Verlag GmbH, is Germany’s leading media and marketing magazine. It has a printed circulation of 31,840 and an online edition that averages 1.7 million unique visits and 3.7 page views a month. W&V organizes Deutscher Mediapreis: an annual awards programme with three main categories – personality, media strategy and media ideas of the year – aimed at rewarding excellence and innovation in the German communications industry.