Leo Burnett launched a new social-driven campaign for Firestone, celebrating 100 years of the Indianapolis 500 and offering fans a chance to race the legendary Mario Andretti…by first beating his time at mundane tasks like vacuuming and peeling an orange.
Winners will then receive a VIP package to the Indianapolis 500 and a race against Andretti. A spot introducing the social driven campaign lets viewers know that while Andretti is the fastest on the track, when he gets up in the morning, “he’s pretty much like everyone else.”
To compete in the sweepstakes, contestants just have to film themselves performing the challenge of the week and post it to social media with the “#RaceAndretti hashtag. Winners will then be entered for a chance at the grand prize. The social campaign has already revved up interest online, including entries from professional racers like Charlie Kimball, Juan Pablo Montoya and Alexander Rossi, Adweek reports.
“Everyone can’t race Mario Andretti on the track at the Indy 500, but you can certainly race him through everyday events and occurrences,” Philip Dobbs, CMO of Bridgestone Americas Tire Operations, told the publication.
“Harvey Firestone was one of the original sports marketers and put Firestone tires at the first Indy 500,” he added, with social media now one of the best ways for the brand to “maintain relevance and maintain a voice that will keep us in consideration as a brand.”