In the 1970’s, BFGoodrich invented the entire all-terrain tire category with the introduction of the All-Terrain T/A KO.

And in 2014 they introduced its successor: The even tougher All-Terrain T/A KO2.

To launch their “toughest all-terrain tire ever” to BFGoodrich’s dedicated and eager fan base, we couldn’t just say the KO2 was tough. We had to prove it in a big way.

So we launched the KO2. Out of a plane, 10,000 ft. above the ground.

But before we showed the finished video content to our fans, we created a contest, the KO2 Drop Zone Challenge, to let them guess the tire’s impact zone on Facebook.

For a chance to win a set of tough tires for themselves.

In the two weeks leading up to the launch, more than 3,500 fans entered the Drop Zone Challenge. And BFGoodrich saw some impressive engagement numbers:

- Over 3.5 Million Social Media Impressions

- 5,300 Facebook Likes, Comments and Shares

- More than 4,300 new BFGoodrich Facebook Fans and Twitter Followers

As a teaser to the integrated ‘KO2 Takes On’ campaign, the Drop Zone Challenge helped the overall effort see results as well:

- Over 1.7 million video views

- Brand mentions up 84%

- Pre-order sales goals of the new tire exceeded by 200%