Nation of Go Tour

Agency:
The Martin Agency

My Responsibilities:
Creative Technologist, Technical Producer

Project Description:
BFGoodrich Tires and The Martin Agency were approaching the launch of a new web site - the Nation of GO. This gearhead-focused community would provide all the social media tools for driving enthusiasts to "Drive. Share. Connect." around their shared interest. To promote the new Nation of GO, we developed a word-of-mouth campaign designed to build awareness and excitement among driving enthusiasts.

Intending to meet influencers where they live and play, we embarked on the Nation of GO Tour. We piled seven crewmembers into an BFG-branded 4X4 van in San Francisco, CA, and set out on a 21-day, coast-to-coast road trip to celebrate car culture. We engaged core enthusiasts at multiple planned stops each day. The crew met hot rodders, racers, weekend off-roaders, tuners and anybody else we could find who shared a love of driving. In the spirit of Nation of GO, we employed online connectivity and social media to share real stories of GO along the way.

The Nation of GO Tour blog was our featured outlet. We uploaded stories on a daily basis - complete with pictures and videos - to chronicle the trip. Additionally, videos were uploaded to Vimeo and YouTube. Progress updates were posted on Twitter - and geo-tagged to an interactive map through BrightKite. A Flickr photostream hosted hundreds of additional pictures from the trip. And our custom Facebook application allowed people to easily share the Tour with others.

In the end we made face-to-face contact with people in our core audience all across the country. And we leveraged their influence to spread the word about Nation of GO in the greater enthusiast community.

My Contribution:
Participated in idea creation and production.