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BUILT TO PERFORM The centrepiece of Bridgestone’s marketing programme in the USA and Brazil, “Built to Perform” highlighted the parallels between elite athletic performance and Bridgestone tyre innovation. The execution included compelling television spots, social media campaigns and an extensive digital brand experience at BridgestonePerformance.com that illustrated the concept that world-class athletes and Bridgestone tyres are not born – they are built. To celebrate this shared passion for performance, Bridgestone also supported six US Olympic and Paralympic athletes and hopefuls, including gymnast Aly Raisman and marathon runner Meb Keflezighi, to form Team Bridgestone for the Olympic Games Rio 2016.GOLF FAN ZONE PRESENTED BY BRIDGESTONE In celebration of golf’s return to the Olympic Games for the first time since 1904, Bridgestone teamed up with the International Golf Federation to serve as the exclusive presenting partner of an interactive Fan Zone that hosted more than 7,000 visitors on-site at the Olympic Golf Course. Bridgestone provided clubs, balls, bags and associated golf equipment to let fans new and old experience the game up-close by taking swings, making putts and working with certified coaches. All equipment was donated after the Games to the Brazilian Golf Confederation for use in programmes designed to promote and grow the sport in the host country.FIRST FOUNDING PARTNER OF THE OLYMPIC CHANNELWith a belief that the Olympic Movement and the world’s greatest athletes should be celebrated every day, Bridgestone proudly became the first Founding Partner of the Olympic Channel during the Olympic Games Rio 2016. The new, ground-breaking digital platform launched worldwide on 21 August and allows fans to experience the power of sport and the Olympic Movement anytime, anywhere and on any device. Bridgestone’s Olympic Channel partnership extends through 2020 and begins as the presenting sponsor of “Against All Odds,” a new series that follows athletes who have overcome adversity to reach their goals.TRANSFORMA EDUCATION PROGRAMMEBridgestone contributed to the social legacy of Rio 2016 through its work with Transforma, the official education programme of the Rio 2016 Organising Committee. Through Bridgestone’s support, Transforma expanded its teacher training sessions and community sports festivals to Santo André and Camaçari – two cities in which the company maintains operations. In addition, Bridgestone reached more than 270,000 students across Brazil through the creation of digital training modules for sustainability practices related to water, waste, animals and conscious consumption, as well as four television programmes focused on sport and education.SPONSORSHIP057