Taking BFGoodrich to Xtremes at X Games 17

Background

The fastest events at the X Games, Rally Car Racing and RallyCross, offer a big adrenaline rush as modified street legal cars race through the streets of downtown Los Angeles.

Well-versed in Rally Car Racing and extreme speeds, BFG decided to participate in the event as one of four major sponsors. This decision supported BFGoodrich’s new marketing campaign featuring Shaun White while reaching their target audience of adrenaline junkies and extreme sport consumers.

Challenge

JMG was tasked with executing BFG’s event sponsorship privileges–setting up a 20’ by 60’ booth and hosting tire dealers–as well as providing the usual BFG tire support at the Rally Car and RallyCross races.

Execution

With the goal of reaching extreme sport consumers with BFG’s new campaign messaging, JMG negotiated a larger booth space, executed the design and logistics of the booth, and met all of the X Games and ESPN requirements. JMG’s creative team also designed BFG’s graphics displayed throughout the event and handled the X Fest giveaways.

By the end of the races, the Jackson Marketing Group crew provided 300 tires and tire support to all three Subaru Rally Team USA drivers, a handful of Ford Racing competitors and a number of privateers.

Results

BFG was very pleased that the booth allowed their brand to interact with more than 7,000 extreme consumers and their hospitality trailer to host 160 tire dealers. Posters with Shaun White and the campaign messaging were dispersed. As for the Rally Car Racing results, BFGoodrich ran on 12 of 17 rally cars and won more X Games medals than all the other tire companies combined.