To build a stronger, always-on link between the tyre brand and music outside of their music festival activity.
Firestone hooked up with Sofar, a site that promotes secret gigs at secret locations throughout the year. Sofar by Firestone became the platform for promoting intimate shows (up to 120 people) and has generated lots of earned media over three waves of concerts.
The reach has topped 2 million, with impressions reaching 1.3 million. The concerts are over-subscribed by a factor of 7-10, with post-show feedback showing an average satisfaction of 87.8%.