BFGoodrich Tires
Ride & Drive Event
Welcome to what most SEMA attendees lovingly described as "automotive Disneyland."


The meeting started early at BFGoodrich® Tires HQ. 8am. On the whiteboard were written two words: hotel and shrimp. This was the genesis of "automotive Disneyland."

Every brand at SEMA had a hotel and shrimp for their attendees, but how do you create a SEMA invite where your customers and industry partners are begging to come? Jackson and BFGoodrich Tires put their heads together and decided to bring the brand "Take Control" tagline to life by utilizing our unique industry partners.


What if attendees could play in more than a dozen hands-on driving experiences at the Las Vegas Motor Speedway, all of which were themed to the brand's domination in on-track, on-road and off-road performance?

That's exactly what we did. Attendees could enjoy ASA stock car rides, rock crawling, asphalt autocross and drifting demonstrations—all managed and produced by Jackson. And how did we welcome attendees to SEMA? An HD video projection expose in a giant 360° dome.


BFGoodrich Tires' event became one of the most sought-out invitations at SEMA, and BFGoodrich demonstrated its tire performance through this extreme "take control" event.