Experiential marketing success was the outcome when Firestone partnered with Evolve Activation to connect with the passionate off-road racing community at King of the Hammers, the largest off-road event in the world. This high-profile sponsorship brought the Firestone brand to life in Hammertown, a temporary desert settlement where drivers, fans, and industry leaders converge for an adrenaline-filled week.
Challenge:
Firestone wanted to align its brand with the off-road market and demonstrate a genuine commitment to the community. The challenge was to design an on-site presence that was both welcoming and memorable, allowing attendees to connect with the brand beyond traditional advertising.
Solution:
Evolve Activation secured a prime location in Johnson Valley, California, at the heart of Hammertown. We developed a 4,000-square-foot Destination Lounge that offered a mix of entertainment, comfort, and brand storytelling. The activation included:
- An interactive exhibit highlighting Firestone’s 123-year history in tire innovation
- Comfortable lounge seating for fans to relax and recharge
- Complimentary hot drinks and s’mores for a warm, inviting touch
- An oversized prize wheel and sweepstakes to collect attendee data and boost engagement
To bring the experience together, Evolve handled concept development, creative design, footprint fabrication, sponsorship negotiation, vehicle procurement and branding, staffing, training, uniform and supply procurement, signage, shipping, and data capture.
Results:
- High-volume foot traffic throughout the event
- Valuable consumer data collected via prize wheel and sweepstakes entries
- Strengthened brand association with off-road adventure and durability
- Positive attendee feedback on both the hospitality and brand experience
- Plans for an expanded partnership in future King of the Hammers events
Why It Worked:
This experiential marketing success worked because it delivered value to attendees while reinforcing Firestone’s brand story. The Destination Lounge provided a comfortable and memorable escape within a rugged, high-energy event environment. By combining hospitality, history, and hands-on engagement, Evolve created a space that deepened brand loyalty and built lasting connections with the off-road community.
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