Goodyear challenged Coyne PR to ‘train’ the perfect teammate for the Company’s highly successful program of Olympic aerial coverage and in-programming ‘blimp pops.’ The initiative needed to get out of the gates fast to help establish a link in consumers’ minds between Goodyear ‘Get there’ and the Games in China before passing the baton to the aerial coverage to bring home the gold.
Coyne PR developed a program that would tap media’s intent to cover Olympic-related human interest stories and establish an additional avenue for Goodyear to directly link itself with the Games… The Goodyear ‘Get there’ Awards. Established to honor those individuals who had done the most to help America’s athletes ‘Get there,’ the program recognized one individual from each of 28 major Olympic disciplines with a free set of Goodyear icon technology tires for their outstanding support. A Goodyear panel, headed by former Olympic gold medalist Dan O’Brien, selected three winners to receive a special Goodyear ‘Get there’ Gold Medal.
The Coyne PR team and Dan O’Brien brought home the gold for Goodyear, announcing the program’s winners during a two-day media blitz just prior to the opening of the Games in Beijing. The program generated more than 2,000 broadcast segments along with an additional 60+ hits online for a total of over 50.1 million media impressions. National broadcast highlights included FOX Business’ Money for Breakfast, ESPN II’s Cold Pizza, Sporting News Radio, ABC Sports Radio and an entire half-hour on Bloomberg TV’s Night Talk. Comparative advertising value for the broadcast elements alone came in at over $770,000 and delivered an ROI of better than 6.5 to one