BFGoodrich was launching a new tire that looked nearly identical to its predecessor, but performed better in every way. Awesomecross was designed to get the word out about the new tire, while emphasizing the BFGoodrich promise that upgrading performance upgrades driving fun. By comparing G-force tire data to EEG data from the drivers in real time, Awesomecross proved the connection between the higher levels of performance offered by the new tire and higher levels of driving fun. The tires responded to the drivers. The drivers responded to the tires. And the course responded to both.

Published
August 2012
Topics

The Story

BFGoodrich was launching a new tire that looked nearly identical to its predecessor, but performed better in every way. Awesomecross was designed to get the word out about the new tire, while emphasizing the BFGoodrich promise that upgrading performance upgrades driving fun. By comparing G-force tire data to EEG data from the drivers in real time, Awesomecross proved the connection between the higher levels of performance offered by the new tire and higher levels of driving fun. The tires responded to the drivers. The drivers responded to the tires. And the course responded to both.

It’s a race course that reads minds... This project was ambitious from the start, requiring integration of several technologies over a wireless network that spanned a quarter mile of open tarmac. EEG brain data was fed from the drivers’ helmets and displayed in the cars and at race control. Tire data was displayed in reactive lighting displays around the course and in the wheel wells of the cars. Even analog systems were integrated through a custom flip-dot panel that displayed data at race control.

The Technology

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    Mobile

    Mobile

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    Social

    Facebook

    Twitter

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    Video

    YouTube

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    Web/Apps

    Web

The Results

The first victory for Awesomecross was that all the technologies worked, despite the challenge of giving clear readings from cars racing around the course. The combined tire performance and EEG data told a powerful brand story for BFGoodrich – that upgraded performance equals more fun. And because each driver had a unique story, it gave a bit of “look at me” incentive to sharing. In the end, word of the new tire spread quickly and pre-orders for the new tire exceeded the goal by 10%.

24

drivers

3

high-performance vehicles

60

cameras

Launch Date April 3, 2012