The website also provides information on the nearest dealerships, tire fitments, a travelogue and a sweepstakes contest to win one of three sets of P Zero tires.
The first video — featuring a road trip along San Francisco Bay — will launch in late April, according to the tire maker. The next two videos, spotlighting Box Canyon in Palm Springs, Calif., and Emerald Bay in Lake Tahoe, will launch in May.
The million-dollar campaign will include print and web ads to drive consumers to the site, Pirelli officials announced at the New York International Auto Show. They expect the new site to achieve 50 million impressions.
“Highway Zero is an exciting campaign for us as it marks the first time we have created a consumer-facing video series within the U.S. We have utilized the nation's most picturesque and challenging driving locations to really showcase the capabilities of the new P Zero All Season Plus — one that we developed specifically for this market,” said Rafael Navarro, vice president of communications and motorsports for Pirelli NAFTA.