Digital campaign for Bridgestone Russia.

1. Bridgestone Russia
Winter Promo

2. Goals of the campaign
GENERATE AWARENESS
Increase brand awareness among Bridgestone’s target
audience
ACTIVATE DISCUSSIONS
TA should be pushed to talk about Bridgestone tires so they
became top of mind for winter season
CONVINCE IN HIGH QUALITY
Tell TA that Bridgestone’s tires are high quality product –
“made specially for Russian winter” and “Japanese quality”
LINK TO POINT OF SALES
Link communication to point of sales

3. Target Audience & User Insight
• Russian internet users 20-40 y.o.
• In social networks 20-30 y.o.
"All tires are quiet the same, I’ll buy those
that my friends and Internet users recommend"
Bridgestone tires will be recommended more, when Bridgestone
will get a strong emotional connection with customers

4. Campaign instruments
Work with opinion leaders
Video lessons, (testing tires, driving lessons,
infographics auto-quest)
Involving
Informing
Content in
Facebook and
Banner ads Vkontakte
Promo Site
winter.bridgestone.ru
Off-line Reality
SM ads Game
“Zombie Quest”
Contests on the site
(test, game)
Acting

5. Promo Site

6. Promo Site
IDEA
Development of promo
social hub:
Winter.bridgestone.ru
Main platform for winter
promo campaign
STRUCTURE:
• Video gallery
• Tires selection
• Searching for the
nearest Pole Position
service center
• Online game “Win the
Bridgestone Cup”
• Bloggers mind
• Extended warranty
LAUNCH DATE
October, 19th, 2012

7. Promo Site: Video gallery
IDEA
Shooting a video about the rules of
winter driving and placing it in a special
video gallery at the site
MECHANICS
Shooting a video about the dangers of
winter driving and rules that will help
to avoid the car crash.
Uploading video to social networks
and to the official Bridgestone
YouTube channel

8. Promo Site: Personal Tires Selection
IDEA
Section for individual tires
selection
MECHANICS
Users choose:
• Car Brand
• Model
• Their special requirements
for tires (for example, high
reliable driving, driving on
ice, tires durability, etc.)
As a result they get the
Bridgestone tires type, which
is based on their wishes and
is appropriate to them

9. Promo Site: Nearest Service Center
IDEA
Section created for users to
search for the nearest Pole
Position service center
MECHANICS
Users determine their
location automatically and
get the shortest route to the
nearest Pole Position center
If location can’t be
determined for some
technical reasons, users can
point their address by
themselves

10. Promo Site: Winter Driving Test
IDEA
Test about knowing the rules of winter
driving
MECHANICS
Users are invited to pass the test about the
rules of winter driving.
Users can get different badges for different
levels of knowing the rules: Bronze, Silver
and Gold Badges.
Badges could be shared on users’ pages at
social networks!

11. Promo Site: Interactive Competition
IDEA
Development of interactive game
MECHANICS
Creation the game that is demonstrate the
difficulty of winter driving.
People are ride the cars on the winter road
inside the game. Before the game they
choose the car type, type of wheels / tires,
color and decoration of the car
For participation users must authorize with
social networks
According to the results of the game the
championship score is compiled. There will
be the best time of riding the track

12. Social Media

13. SMM: VKontakte Group
http://vk.com/bridgestone.russia
Content types: videos, polls, infographics, images, funny charts
Topics: Japan, Bridgestone, trends, products news, commercials
historical posts in chronicle
RESULTS:
Number of Posts by Group: 50
Number of “likes”: 3 539
Number of unique “likes”: 2 211
Number of shares: 984
Number of unique shares: 727
Number of comments: 105
Number of unique comments: 72
40% of active users
average of 60 likes/post
+7 135 new fans

14. SMM: Facebook Community
http://www.facebook.com/Bridgestone.Russia
Content types: videos, polls, infographics, images, charts
Topics: Japan, Bridgestone, trends, products news,
commercials, historical posts in chronicle
RESULTS:
Number of Posts by Group: 59
Number of Posts by Users: 21
Number of “likes”: 6 626
Number of unique “likes”: 1 088
Number of comments: 91
Number of unique comments: 75
20% of active users
average amount of 25 likes per post
+3 743 new fans

15. SMM: Infographics content
IDEA
Infographics is the most visual clear way to
show data.
MECHANICS
Create viral infographics for drivers
communities.
RESULTS:
303 likes
61 shares

16. SMM: Seeding in top communities
IDEA
Placement in popular groups and publics
relevant to target audience and brand
COMMUNITIES:
Клуб автолюбителей: твой авто
Audience: 555 992
Школа автомобильного мастерства.
Audience: 115 070
Уроки ПДД / Лучший паблик про
автомобили
Audience: 194 004 RESULTS
Автомобили и тюнинг
Audience: 134 966
100 000 views
ONE CAR
609 likes
Audience: 195 581 258 shares

17. SMM: Bloggers activation
IDEA
Bloggers share their experiences with Bridgestone tires
MECHANICS
Bloggers and opinion leaders received for test
winter tires, and then published a good reviews
Lobanov Sergey 3 250 friends on LJ
Lavrov Eugeniy 9 515 friends on LJ
Karakulova Daria 4 428 friends on LJ
Nikitski Sergey 7 175 friends on LJ
Chersky Igor 7 334 friends on LJ
Plushev Alexandr 6 851 friends on LJ
RESULTS
38 553 coverage

18. SMM: Ads & Sponsored posts in FB
Ads
Bridgestone Russia Bridgestone Russia
All about the selection of winter
Bridgestone Russia official page.
tires. Extended warranty. Select the
Extended warranty on winter tires.
tires for your car.
Sponsored
Stories

19. SMM: Ads in VK
3 rules of winter Will your tires Choosing winter
Win the race!
driving Bridgestone Cup. Try not fail? tires?
Watch the video with your strength on the Advices and help in
Learn all about high
main rules of winter winter road! selection of winter
quality tires
driving tires

20. Banners Media Support

21. Banners Media Support
Motor.ru Drive.ru Auto.ru
all pages, 240х400 all pages, 960х320 all pages, 990х90

22. Off-line Reality Game

23. Zombie Quest
IDEA
The concept of the quest is zombie apocalypse. Bloggers were to defend the
city from the invasion of zombies in Moscow and in St. Petersburg.
MECHANICS
Bloggers, auto forums users, journalists were fighting zombies shooting the
laser tags (special guns with laser aim system). A team of bloggers had to
perform zombie-related tasks on the their way to Pole Position dealer
centers.
The main event was held at the final point – an old abandoned TV centre.
Quest participants were to pass through the series of missions to find clues
to the code to activate a device to kill zombies.
The venue was branded by Bridgestone roll ups. The players were given
Bridgestone prizes: branded jackets, watches and flash drives.

25. Zombie Quest
Moscow Saint Petersburg
TOTAL views 194354 TOTAL views 57355
RESULTS
We received numerous publications, posts and discussions in social media, sharing of Zombie Quest
images, photos in instagram, vk.com, facebook, auto forums such as drive2.ru, drom.ru, etc.
TOTAL MSK+SPB 251709

26. Results

27. KPI’s VS Results
Expected DONE!
Number of site’s visits 90 000 92 150

Facebook community growth 3,000 new fans 3 743 new fans

VKontakte community growth 7,000 new fans 7 135 new fans

Opinion leader’s posts 20,000 reach / 1,000 site visits 38,553 reach / 1,217 site visits

Geolocation game 150,000 reach 251,709 reach

Ice lessons video 45,000 views / 1,000 site visits 69,000 views / 1,126 site visits

Banners 600,000 impressions / 1,200 visits 1 073,431 impressions / 1,517 visits 
Ads campaign at social
networks
8,200,000 reach / 88,600 visits 123,222,297 reach / 23,366 visits 

28. 124 758 019 Total Reach

29. Have a safe winter.
Thank you!