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Bridgestone, DreamWorks to run "Turbo' sweepstakes

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NASHVILLE, Tenn.—Bridgestone Americas Tire Operations is partnering with DreamWorks Animation L.L.C. on a multifaceted promotional campaign and sweep-stakes tied to “Turbo,” an animated film due in theaters in July about a garden snail who dreams of competing in the Indy 500.

Bridgestone said Firestone racing tires, the official tire of IZOD IndyCar Series, are featured in the movie, which is partly set at the Indianapolis Motor Speedway during the Indy 500.

The filmmakers reportedly worked closely with Al Speyer, Bridgestone Americas' executive director of motorsports, and Firestone Racing engineers to understand the technology to ensure accuracy and authenticity, Bridge- stone said.

“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,” Mr. Speyer said.

“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,” he said.

Bridgestone said the promotion includes a three-phase campaign to promote the movie through “event and marketing integration, a sweepstakes, in-store point-of-purchase (POP) and promotions, teammate activation and an integrated advertising campaign” between March and November.

The promotion will be done in three phases:

c Phase One activities will kick-off with the Destination: Turbo sweepstakes, which will run March through August, Bridgestone said, and will feature two grand prizes: tickets to the 97th running of the Indianapolis 500 in May 2013 and a DreamWorks' experience aboard a Royal Caribbean Cruise. Additional prizes include Firestone tires, movie tickets, Turbo games and MasterCard gift cards.

c Phase Two of the campaign will launch in May with in-store activation that includes POP and a consumer promotion rewarding the purchase of four Firestone tires with an offer that includes four tickets to see the movie Turbo.

c Phase Three will begin with the release of the DVD in November. Customers who purchase a set of four Firestone tires at any of Bridgestone Retail Operations' more than 2,200 company-owned stores will receive the Turbo DVD and D3Publisher's video game, “Turbo: Super Stunt Squad,” by mail.

“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,” she added.
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