NASHVILLE, Tenn. (Oct. 24, 2013) — Bridgestone Americas will challenge consumers this winter to "Conquer the Cold" in a new campaign/promotion designed to focus attention on the benefits of changing to winter tires.
"Winter tires provide increased traction, braking and handling in wintry conditions, all of which are important for safe driving during the winter season," said Philip Dobbs, chief marketing officer for Bridgestone Americas.
"Think about it this way," he added: "A snowplow can't clear the cold. If it's cold enough to see your breath, you should consider changing to winter tires."
To encourage drivers to take a look a winter tires, Bridgestone's Conquer the Cold campaign is offering consumers who buy a set of four Bridgestone Blizzak winter tires between Oct. 15 and Nov. 30 the chance to have their purchase reimbursed (up to $720).
The catch? Blizzak customers must correctly guess the temperature at the start of the 2014 Bridgestone NHL Winter Classic, being held outdoors on New Year's Day at Michigan Stadium in Ann Arbor, Mich.
Blizzak purchasers can enter the contest at ConquerTheCold.com (or ConquerTheCold.ca for those in Canada) and registering their guess. Consumers who don't make a purchase can enter to win a set of tires; Bridgestone said it will select up to 2,000 winners — either by reimbursement or voucher for new tires — by drawing.
The promotion also offers an alternative prize for correct guesses: either a a trip for two to a game of the 2014 Stanley Cup Final or a trip for two to the Bridgestone Winter Driving School in Steamboat Springs, Colo., for one winner.
Regarding the choice of all-season vs. winter tires, Bridgestone reminds drivers in winter climates that since all-season tires are designed with both winter and summer performance in mind, they do not offer maximum performance in either season.
Cold temperatures decrease the elasticity of the rubber compound in tires, contributing to reduced traction, the firm said. Winter tires are designed to remain flexible in cold weather, allowing the tire to conform to the road surface and maintain its grip on snowy, icy, wet and dry surfaces.