Chicago sports and lifestyle agency rEvolution created a horse mascot with high-flying basketball skills to score mad points for Continental Tire in a new campaign called Inspiring Confidence.
The stallion soars over the airways on a 30-second broadcast spot titled, Training Days, and lands on the courts of select arenas in a slam-dunk spectacle called the Continental Tire Halftime Show.
The commercial shows the mascot incorporating Continental Tires — “the only tires he trusts” — into his practice routine. It airs nationally during games throughout the season.
rEvolution
TRAINING DAYS: INSPIRING CONFIDENCE CONTINENTAL TIRE
From Duke to Utah and beyond
Although not part of an official title sponsorship, the campaign has visited campuses from Duke to Utah since launching on January 21, and will continue gracing the halftimes of select games until the Big East Tournament on March 11. By the end of the season, it will have entertained fans at 17 halftime dunk shows, building Continental’s national brand awareness along the way.
Media coverage of the program includes ESPN’s College GameDay. According to Dan Lobring, rEvolution’s VP of Marketing Communications, this kind of publicity is a benefit of the company’s thorough, multi-channel approach.
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“rEvolution is an integrated sports marketing agency,” he says. “Content production is one of our pillars, but we also have different internal groups that sell things like media or sponsorship consulting or experiential marketing or hospitality or research.”
Continental Tire has relied on rEvolution for the past several seasons to strategically identify, negotiate, and leverage key targeted opportunities with specific universities and tournaments that hold the most clout in the NCAA college basketball space.
This season, 36 schools across six different conferences (ACC, Big East, Big Ten, Big 12, PAC-12 and SEC) — as well as 19 tournament/event partnerships — have partnered with the brand.
Send your campaign updates to Reel Chicago Editor Dan Patton, dan@reelchicago.com.
