Winner: Goodyear and Coyne Public Relations
Campaign: Hello My Name Is ... The Launch of a New Goodyear Blimp
The Mission:
The Goodyear blimp has been a sky-high staple of events and celebrations for more than 80 years, and executives have launched more than 300 of the behemoth airships during that
time. However, "Been there, done that" was not in this communications team's vocabulary when they set out to raise awareness for their corporate symbol through a highly
publicized - yet highly mysterious - launch of the newest blimp.
The Hook:
Facing the challenges of differentiating this launch from the 300 before it and creating sustainable media coverage, the PR team needed to create a media event that broke from
tradition. Their hook? The world's largest nametag, and one very unusual prize.
Hello My Name Is ...:
The team, including Tom Coyne, Rich Lukis and Vicki Loo, devised a multi-phased initiative that built buzz around the two climactic events: A ceremony at Goodyear's airship
base that unveiled a blimp boasting the world's largest blank "Hello My Name Is" nametag kick-started a nationwide consumer contest to name the new blimp; and a christening/prize-
fulfillment ceremony. The contest winner would have use of the blimp for an entire day.
Big Blimp, Bigger Challenge:
The team had to generate and control media attention surrounding the launch, which required meticulous preparation and multiple stages to tease the main events. The tiered
strategy worthy of mention is as follows:
- Plant the seeds of intrigue by teasing the mystery element of the launch and enticing media to cover the unveiling ceremony;
- Appeal to an elusive target audience by researching demographics and psychographics and selecting a "christener" who would reach this group. The team decided on Lesa France
Kennedy, president of the International Speedway Corporation (which owns and operates the Daytona Speedway) to appeal to women, and to forge a relationship with NASCAR for
additional media coverage; and
- Create ongoing opportunities for media coverage by making the launch a series of events instead one occasion. Between the contest launch, the finalist announcement, the
christening ceremony and the prize fulfillment, the media had ample angles to cover.
Flying High
The media event - or, more appropriately, the series of media events - monopolized the attention of the media and the general public. The campaign garnered more than 150
million media impressions for an estimated $3.5 million in comparative ad value. But more important, Goodyear benefited from a new crop of brand evangelists, as the someone-like-
me winner of the contest - a schoolteacher and father of two - forged a personal connection between consumers and the company. At the very least, they made a brand evangelist out
of the winner, who named the blimp "Spirit of Innovation" and took his family for a ride. PRN