CASE STUDY: GOODYEAR ASSURANCE FUEL MAX TIRES ROLL PAST THE COMPETITION

ISSUE:
With consumers growing tired of rising fuel costs, Goodyear replaced their entire Assurance tire line with a new, identically priced Assurance Fuel Max tire – designed to offer 27 percent better rolling resistance than its predecessor, thus resulting in substantially better fuel economy that could impact the 80+ percent of vehicles on the road that Fuel Max fits. The brand looked to Coyne PR to put a creative spin on the launch to ensure Fuel Max would own the fuel-efficient tire position.

IDEA:
To meet this challenge, Coyne PR spun into action in February and developed a comprehensive, multiphase program designed to excite the industry, trade and retailers. Coyne PR created a series of news pegs and events to garner print, broadcast and online coverage throughout the year. Tactics included the exciting Fuel Max Challenge, which pitted 15-year-old female Soap Box champion Tyler Shoff against NASCAR champ Greg Biffle in the ultimate race of fuel efficiency; seasonal local market outreach delivering fuel-saving tips and product advice via local Goodyear dealers; and Australian couple John and Helen Taylor shattering the Guinness World Record for fuel economy. All outreach tactics were specifically tailored to drive the inclusion of key Assurance Fuel Max messages in news stories.

IMPACT:
The Goodyear Assurance Fuel Max tire rolled to the forefront of the fuel-efficient conversation, driving stories in top media, including USA Today (twice), The New York Times, Associated Press, “Today,” “CNN Headline News,” ESPN, MSNBC and more. Media saturation reached the local level, with hundreds of television and print hits in top markets from New York to Los Angeles and everywhere in between. Fuel Max also received high honors from Popular Science, being named as a “Best of What’s New” product for 2009. For the entire launch of Fuel Max, Coyne PR generated more than 4,900 stories resulting in more than 132 million consumer media impressions and a comparative advertising value of greater than $2 million – delivering a better than eight to one ROI.  Prior to this launch, Goodyear was never in fuel-efficient tire stories, while now they regularly receive the first calls from media, illustrating the dramatic shift in perception.