There are people who are devoted to cars and driving. They're called gearheads. The Martin Agency had helped BF Goodrich develop a loyal following among these fanatics. And they had a bold idea to take that relationship even further: The Nation of Go. It's a community where gearheads share their favorite drives, posting routes and photos via a web application or straight from a GPS-enabled smartphone.
It was an ambitious undertaking - part social network, part user-generated content, part web tool, built on the Google Maps platform and integrating data from the EveryTrail powered mobile app.
To pull it off, Odopod took an approach more akin to developing a new product than creating a marketing microsite. Working with the Martin Agency, we created a rich experience that is useful, user-friendly and utterly embodies the BF Goodrich brand.
The site launched as the central pillar in a campaign that includes YouTube, Twitter and Facebook presences. The gearhead community is already filling the site with amazing photos and videos. We can't wait to see where its citizens take it.
We’re no longer strictly talking to the consumer in a traditional marketing sense. We’re encouraging conversations and providing a fun place for them to happen.