Firestone pits fans against racing legend Mario Andretti for social media challenge

Dive Brief:

  • Firestone, a Bridgestone Americas tire brand, has again partnered with Mario Andretti for a social media campaign that pits fans against the racing legend in completing common tasks, per a press release made available to Marketing Dive. Running through June 11, the promotion launches ahead of the Indianapolis 500, which will feature a new 30-second TV spot from Firestone. 
  • "Race Andretti," now in its second year, includes four challenges: The Keychain 500, The Can Opener 500, The Egg Peel 500 and The Chopsticks 500. Each challenge involves fans racing Andretti to complete tasks like putting keys on a keychain or playing the titular piano tune.
  • To participate, fans can visit a dedicated website to watch Andretti’s challenge videos and then post their own responses to Twitter, Instagram or Facebook using the hashtags #RaceAndretti and #Contest. The grand prize winner will get a selection of Firestone merchandise and a social media follow from Andretti.

Dive Insight:

The Indy 500 is shaping up as a big event for auto-focused marketers this year, as both BMW and Honda launched campaigns with a racing theme last week. Honda's effort put eight influencers behind the wheel for a race, and Firestone is taking a similar bent in tapping a celebrity endorser who's well-recognized in the racing space to draw fan attention.

Firestone is likely hoping that user-generated videos attached to the #RaceAndretti hashtag will raise its social profile ahead of the Indy 500.

Social media contests are an increasingly popular way to rack up engagement and chatter, and Oreo is running a similar promotion that encourages fans to share their best flavor ideas with a #MyOreoCreation hashtag for a chance to get to get their flavor stocked on shelves and even visit the Mondelez brand's Oreo Wonder Vault. 

The larger theme behind the #RaceAndretti contest is celebrating the "work hard, play hard" spirit of the Firestone brand Philip Dobbs, CMO of Bridgestone Americas Tire Operations, said in the press release. 

Filed Under: Social Media Video Mobile
Top image credit: Firestone