Edmonton, Canada-based Fountain Tire is sharing fans’ passion for their local ice hockey team with its latest campaign – Fountain Tire FanBods.
Fountain Tire knows that many fans of the hockey team, the Edmonton Oilers, like to paint their bodies in support of the team. So, Fountain Tire employees decided to donate their own bodies to Oilers fans, allowing them to type and send the Oilers a message of love and support this season using their own naked pride and chests.
Just like body painting you’d find on fans in the stands, real Fountain Tire employees painted individual letters on their bodies, creating the first ever font made of fans. Fans can go online to FountainTireFanBods.com, where they can create their own cheer to support their hometown heroes using the custom FanBods alphabet.
The campaign includes TV commercials running during Oilers hockey games, online video and a live in-game activation where the FanBods will spell out audience cheers in real-time. Everything drives to FountainTireFanbods.com where fans can create their customized cheer using the FanBods alphabet, then share a GIF directly with the Oilers via Twitter, Facebook and Instagram.
“We’ve defined Fountain Tire’s brand purpose as ‘on this road together’ which is all about being a true partner to customers when it comes to their tires and vehicles,” said Nancy Crimi-Lamanna, ad agency FCB Toronto’s chief creative officer. “As supporters of the Edmonton Oilers and their fans, there’s no better way for that to come life than for us to donate our fandom and our bodies – partnering with fans to cheer on our team.”
“FanBods is a way to engage with fellow Edmontonians as a hometown company supporting our hometown team,” said Denise Gohl-Eacrett, director of brand and Customer Experience at Fountain Tire. “This is just one of the many ways our associates live our brand of being on the road together with customers.”
Fountain Tire has more than 160 stores so far that span the country from British Columbia to Ontario.
