The Goodyear Tire & Rubber Co. was named “One of the World’s 50 Best PR Programs” at the 2014 Global Sabre Awards, winning the Specialist Audience: Marketing to Men category for its public relations campaign supporting the launch of a Goodyear-brand tire in China.
The ‘Enjoy the Rain’ campaign introduced the Goodyear Assurance TripleMax tire in China and utilized a yellow rubber duck as a symbol for driving in wet conditions, said Ben Chao, vice president of marketing for Goodyear China. More than 1.3 million Goodyear-branded yellow rubber ducks were distributed to drivers in six major cities across China. By scanning a QR code on the rubber duck, audiences connected to a mobile website with information about the new tire.
Goodyear advertised the campaign with a music video, which received 13 million views on social media, according to Goodyear.
You can watch the music video above.