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Bridgestone Americas Tire Operations (Bridgestone Americas) has announced a new, multifaceted promotional campaign and sweepstakes in support of DreamWorks Animation’s upcoming summer 3-D comedy, "Turbo," about an ordinary garden snail who dreams of competing in the Indy 500. The alliance between Bridgestone Americas’ iconic Firestone brand and DreamWorks Animation, known for its hit franchises including "Shrek," "Kung Fu Panda" and "Madagascar," will give Firestone customers an early opportunity to engage with the soon-to-be famous speedy snail and his tricked-out racing crew.
Firestone Racing tires, the official tire of IZOD IndyCar Series, are heavily featured in the movie, which is partly set at the Indy 500. The filmmakers worked closely with Al Speyer, Bridgestone Americas’ executive director of motorsports, and Firestone Racing engineers to understand the technology and behind-the-scenes workings of the race tires to ensure accuracy and authenticity for the high-velocity movie.
"We saw the opportunity to align with DreamWorks Animation to tell the story of a speedy snail who dreams of competing in the Indy 500 as a natural extension of our commitment to help introduce the sport to a new generation of race fans," said Speyer. "Turbo’s perseverance, values and spirit align perfectly with Firestone’s legacy in IndyCar racing and at the Indianapolis Motor Speedway. We could not be more thrilled with this collaboration."
Bridgestone Americas’ commitment includes a three-phase campaign to promote the movie through event and marketing integration, a sweepstakes, in-store POP and promotions, teammate activation and an integrated advertising campaign between March and November 2013.
Phase One activities will kick off with the Destination: Turbo sweepstakes that will run March through August, and will feature two grand prizes: tickets to the 97th running of the Indianapolis 500 in May 2013 and a DreamWorks Experience aboard a Royal Caribbean Cruise. Additional prizes include Firestone tires, movie tickets, Turbo games and MasterCard gift cards.
Phase Two of the campaign will launch in May with in-store activation that includes POP and a consumer promotion rewarding the purchase of four Firestone tires with an outstanding offer that includes four tickets to see the movie "Turbo."
Phase Three will begin with the release of the DVD in November. Customers who purchase a set of four Firestone tires at any of Bridgestone Retail Operations’ more than 2,200 company-owned stores will receive the "Turbo" DVD and D3Publisher’s video game, Turbo: Super Stunt Squad, by mail.
As part of its alliance with DreamWorks, Bridgestone Americas will extend promotional opportunities for each of its more than 40,000 teammates to engage with the movie when it enters theaters this summer.
"This alliance with Bridgestone Americas and Firestone brings the thrill of authentic racing to Turbo, a fun, fast-paced 3-D ride for the entire family," said Anne Globe, DreamWorks Animation’s chief marketing officer. "Fans will love the opportunities created by this iconic brand to engage with Turbo beyond the theater."
View the "Turbo" trailer here.