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August 18, 2016 02:00 AM

Bridgestone launches Olympics-themed digital marketing

Tire Business Staff
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    NASHVILLE, Tenn. — Bridgestone Americas has launched the Bridgestone Performance Institute, an online digital platform in the U.S. and Brazil to spotlight the parallels between elite athletic performance and Bridgestone tire innovation.

    The platform will serve as the digital centerpiece of Bridgestone's fully-integrated marketing campaign for the Rio 2016 Olympic Games, the Nashville-based tire maker said.

    The new hub features two primary points of engagement — “Anatomy of Performance” and “Behind the Performance.”

    “Through immersive videos and content, as well as first-person insight from some of the world's best athletes, consumers will be able to interact with the Bridgestone brand and its products like never before,” the company said in introducing the platform.

    “We believe that elite performers are not born — they're built, and Bridgestone's own passion for performance closely mirrors that of an Olympic athlete in pursuit of gold,” said Philip Dobbs, chief marketing officer, Bridgestone Americas Tire Operations.

    “Our Worldwide Olympic Partnership is an incredible platform through which we can engage our consumers around our history of innovation and commitment to being a global leader in tire technology. The Bridgestone Performance Institute is designed to bring our products, our longstanding support for sport, and our own relentless passion for world-class performance to life.”

     

    Anatomy of Performance explores the similarities between athletes and Bridgestone tires. Users can toggle through side-by-side, in-depth analysis videos that demonstrate how soccer players and DriveGuard tires are built for resilience, how swimmers and Potenza tires are built for precision, and how marathoners and Dueler tires are built for endurance, Bridgestone said.

    Behind the Performance spotlights three Team Bridgestone athletes — 2012 Olympic gold medalist and 2015 World Cup champion Kelley O'Hara (soccer), three-time Paralympic medalist Will Groulx (Paralympic cycling) and two-time Olympian Cullen Jones (swimming) — who each share personal stories of how they became the athletes they are today and shine a spotlight on the people who helped build their performance along their journey to the Olympic Games.

    The Performance Institute also will be connected to Bridgestone's upcoming television advertising campaign around the Rio 2016 Olympic Games, which will be the company's first as a Worldwide Olympic Partner.

    For more information, visit Bridgestone America's website.

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