Best Manufacturing Social Media Campaign

Building on Cooper Tire’s successful “Crafted for Life’s Road Trips” campaign, MARC USA created and seeded an online consumer advocacy promotion through multiple social media platforms around the theme of “Your Everyday Road Trip.” The goal was to increase awareness of Cooper Tires among the general driving public as well as consumers in-market for tires. The foundation of the promotion was two videos produced by MARC USA and posted on YouTube featuring unusual Cooper Tire enthusiasts telling stories about their passions and how Cooper Tires fuel their daily life.

Fans were invited to share their own “everyday road trip” stories through video, images or text in a Facebook-based contest. Ongoing Cooper Tire Facebook and Twitter content got the word out – including promoted posts and tweets.

Fans could not only submit their stories, but also vote for their favorites. The content and contest resonated with a broad audience from auto enthusiasts to everyday travelers – moms, students, business people – just about anyone getting into a car or light truck. There were more than 600,000 plus video views and nearly than 15,000 contest entries. Nearly 14,000 votes were cast for the five finalists – each of whom won a set of new tires. The lucky winner earned gas for a year.

Contributors:

Senior Advertising Manager, Cooper Tire & Rubber Company:	Laura Goetz
Associate Creative Director:	David Seman
Sr. Copywriter:	Andy Kelly
VP/Director of Broadcast:	Lynn Weatherly
Senior Account Supervisor:	Tiasha Stevenson
Associate Interactive Project Manager :	Chelsey Rovesti
Lead Interactive Developer :	Michael Shaheen
Sr. Interactive Designer:	Randy Humphries
Interactive Developer:	Mike Lux
Interactive Program Manager:	Karen Cooper

MARC USA

Website: www.marcusa.com

Location: USA

About the Agency:

MARC USA is a national full-service integrated marketing communications firm known for uncovering surprising insights that incite powerful reactions through a deeper understanding of whole-brain behavior. With offices in Chicago, Miami and Pittsburgh, 200 employees and more than $320 million in annual billings, it is one of the largest independent agencies in the country. Services include advertising, strategic planning, research, public relations, social media marketing, media planning and buying, digital marketing, direct and customer relationship marketing and sales promotion.