Goodyear has an advertising stunt this week that misses an opportunity. Goodyear selected Detroit Pistons guard Richard Hamilton for a promotion for their Assurance Triple Tread tires. In exchange for an undisclosed amount of cash and a set of the tires Hamilton is sporting a hair style in the pattern of the tires. The move is already picking up press from automotive and major media sources. Hamilton has even sported the "tire-do" with President Bush at the White House team visit this week.
The missed opportunity is the lack of online presence tied to this promotion. Even if TV sportscasters go out of their way not to mention Goodyear by name when commenting on the hair do, curious fans and viewers are going to go straight to Google for more pictures and info. If Goodyear was smart they would be ready with a product blog with more pictures quotes and product info ready to be the recipient of all that Google traffic. At the very least they should get going with some Adsense buys.
In this world of Internet memes, reality television, and time shifting(TIVO and PVRs) this is the new stunt advertising. But it's no longer about just brand awareness. You can and should anticipate search activity generated by such promotions. You need to use tools like Adsense and blogs to capture that web traffic and channel it to sales and customer relationship building systems.
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