Premium Italian tire brand, Pirelli, recently launched an innovative and immersive content marketing campaign aimed at connecting with the US marketplace.
Pirelli Tire North America’s latest digital campaign, promoting the launch of its new P Zero All Season Plus line of tires, is an Interactive, web and mobile experience centered around narrative video and supported by paid media and influencer outreach. Visitors are able to ride along with a couple on a road trip through some of the most challenging and exhilarating highways in the Western United States. Toggling between camera views, users are able to experience how precision, performance, and a sense of adventure make Pirelli’s latest offering superior to anything else on the market.
“We felt that online video would be the best way to tell the story of the performance of these tires, and making it interactive was the right approach to connecting with our customers across digital channels,” explained Dori Ludwig, Advertising & Digital Marketing Manager for Pirelli Tires.
The campaign, titled Highway Zero, is anchored by a web and mobile experience that aims to engage drivers of high performance cars to become more selective of their tire replacement choice. The interactive video segments take viewers through California’s Marin County, Joshua Tree, and Lake Tahoe, while an integrated travelogue showcases the unique points of interest and roadside attractions within each region.
The campaign was conceived and developed by Engine Digital and promoted by 6S Marketing, both agencies with offices in New York City and Vancouver. The objective was to deliver a digital video experience in a new and interesting way, leveraging technology to bring the story to life. In addition to shooting on the Red camera, drones and GoPro cameras were used to capture the performance, handling, and grip of the Pirelli P Zero All Season Plus, while providing users with a true ride-along experience.
Through advanced targeting, 6S Marketing was able to reach a very specific audience on Twitter and other social platforms, delivering key content to this audience and driving traffic back to the online experience.
Visitors are given the opportunity to enter for a chance to win the “Ultimate Road Trip” to Palm Springs, California in a Cadillac ATS fitted with Pirelli tires.
“Tires are a fundamental element in the performance of the car, but sometimes not given the same level of attention as other aspects of the overall performance equation; they are not an emotive purchase, either,” says Dean Elissat, VP of Client Engagement at Engine Digital. “This interactive video campaign is about creating an emotional connection through storytelling that will inspire drivers at all levels of enthusiasm to recognize Pirelli as the standard for high-performance experiences on the road.”
The Highway Zero campaign launched in early July, 2015 and can be found at http://highwayzero.pirelli.com/.
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