Firestone, a global tyre manufacturer, wanted to revive the brand in Europe within the younger target group by mingling in their lifes beyond the product and supporting the freedom to drive claim as much as possible, while bringing values such as young at heart, playfulness, authenticity… to their dealers, partners & customers.
WAVE advised Firestone to link the brand to music. Music is fully in line with the freedom to drive claim and values. Friends driving to a venue or festival together or artists being on a road tour. However we did not want to go for the traditional event sponsorship approach. We wanted to create a complete, long term concept & platform allowing us to claim music as a brand.
Wave point concepts
WAVE and Firestone started the Firestone Music Tour concept as a way to bring the brand and music closer to each other, tapping into the fan experience at festivals or gigs. Bringing them convenience, utility, added value, fun – with friends – and access to emerging music talents all over Europe. Overall activation concept: The Road to the Mainstage.
The Firestone Music concept now covers sponsorship and activation at 8 major festivals in Europe, a partnership with Liveurope in 8 countries and other grassroots initiatives to support emerging talent. Social media and a content marketing strategy linked to the offline events, but also sell-in/sell-out campaigns with dealers, a music fan based crm program, … . WAVE is managing all the stakeholder relations and follow-up of the complete FMT operations.
|Link:||Firestone Music Tour|
|Type:||Brand awareness, activation, content marketing, storytelling, promotion, sales, goodie distribution, contests|
|Media:||Facebook, Instagram, Youtube, website, public transport, concert & festival stage, festival media|
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