All-season tires are a dime a dozen. But all-season tires that can actually handle? That’s another story. Enter the Eagle F1 Asymmetric All-Season from Goodyear—a tire designed for high performance driving in dry, wet and cold conditions. To demonstrate this, we offered “tire test drives” to unsuspecting consumers. Two Goodyear tire store “employees” (actually a professional actor and a Hollywood stunt driver) were in on the gag.

With so much hesitation this small segment has for Goodyear, they weren’t going to believe a standard sales pitch. Our solution was to get people to experience what the Eagle F1’s are capable of for themselves by setting up the first 'tire test drive.' What we didn’t tell these unsuspecting customers, however, is that to really test the tires to their limits, we brought in an undercover Hollywood stunt driver. Our goal was to change a few minds in person while at the same time getting some attention from car blogs where our target audience naturally spends time.

The response from our unsuspecting passengers and the and the online car community alike was overwhelmingly positive with over 64,000 facebook likes and over 250,000 youTube hits in the first two weeks, without a dime of broadcast or online media support. Eagle tires have also been selling well, but immediate tire sales aren't the only factor. In this category, where buyers will purchase the product once every several years, we’ve managed to gain back some respect for the brand from future tire buyers who will for the first time bring Goodyear into their consideration bracket when the time comes.