TBWA and Bridgestone Tie Into First Snowfall

NEW YORK – TBWA has created an unusual media buy for Bridgestone/Firestone to promote its BLIZZAK snow tire. The plan involves a spot radio buy that coincides with the first snowfall measuring greater than three inches. Called ‘pull trigger,’ the media buy was made in seven markets including Albany, Denver, Minneapolis, Pittsburgh, Portland, Seattle and Syracuse.
Copyright Adweek L.P. (1993)