Goodyear tests its new blimp, image courtesy of CNN.
It’s as part of the scene as the stadium itself – the Goodyear blimp, hovering high above football games and other major events, capturing spectacular views and drawing the gaze of fans who wouldn’t blink at a plane going overhead, but who can’t help but wonder what being in that blimp would be like.
While other companies have jumped on the blimpwagon to launch (literally) similar event visibility campaigns, none has captured the iconic status Goodyear has. Seen the Fuji blimp around lately? Me neither. Met Life? Sure, but it doesn’t roll off the tongue like the good old tire company does.
Last week, it was reported that for the first time in 45 years, Goodyear will be introducing a newer, faster, bigger blimp as they simultaneously phase out the three current models, Spirit of Goodyear, Spirit of America and Spirit of Innovation. Partnering with Germany’s Zeppelin company, they are already in the testing phases of the new airship, which will feature three engines rather than two, room for more passengers in the gondola, and an on-board restroom (there wasn’t one before?).
Why am I going on about the new Goodyear blimp? Is it just hot air? (Sorry – couldn’t help it. And yes, I know it’s really helium.)
To make two points…
One: Stick with What Works
It’s unlikely that too many advertising agency conference rooms are bustling with staffers dying to pitch a blimp campaign to their new client. In a digital world where speed and immediacy are king, where going viral is the goal, who is going to suggest a giant, slow pseudo-balloon that can only float in one place at a time?
But for Goodyear, it’s a solid bet. The Goodyear blimp is cemented in people’s minds in the same way that Kleenex or Band-Aid are, and they are smart to stick with that. If it ain’t broke, don’t fix it, as they say. (And by the way, if you are a hamburger joint, please don’t offer me salad and sliced apples in a bag – a product consistency vent for another day.)
Two: Stick…But Don’t Get Stuck
Last week’s announcement is the perfect example of taking a tried and true marketing strategy and giving it a new spin. “Guess what? We’re not only keeping the blimp, we’re making a way faster, cooler one!” This opens up loads of PR opportunities.
First off, the testing phase has already begun (who doesn’t want that video footage?), and over the coming months, Goodyear will be training a dozen or so pilots to fly the new model. Two words: Human Interest. The potential for news stories, interviews with the trainees, possible ride-alongs…where to begin?
Secondly, there is the gearhead enthusiast angle. This new development invites the perfect opportunity to review the history of the blimp, and of Goodyear’s incorporation of it through more than four decades of events and appearances. The improved technology is fascinating, allowing an increased top speed of over 70 mph, surpassing the previous 50 mph limit. There you go, football fans – a cool statistic to rattle off during a commercial break some Sunday afternoon.
Finally, while all three current Goodyear blimps have recognizable names, the newbie is still being referred to as the Zeppelin NT. With event flyovers planned as early as fall 2014, and hopes to have a full fleet in place within the next four years, it was time to get creative. Goodyear skillfully grasped the opportunity to engage with their marketing targets by launching an online contest to name the new airship.
Many of the clients we work with at Kovak-Likly are long-standing names in their respective fields. When devising PR plans, we strive to achieve a balance between building on reputation and generating renewed product enthusiasm. If your goal is to encourage trust in your brand while getting the word out about new developments through unique channels, we’d love to help you. Give us a call – let’s launch something.
-BML
