6 Mar 2006
New York - Goodyear has picked up an award from the advertising industry - Product Brand Development Campaign of the Year 2006 - for its one-off idea to pay NBA basketball player Richard Hamilton to braid his hair into a pattern reminiscent of the "TripleTred" tread design used on Goodyear's Assurance products.
The objective was to use the tyre's most distinctive feature - its tread design - as the hook for non-tyre or automotive media. According to PR Week, which sponsored the awards, "The coverage was far-reaching, including Bloomberg News, which ran a wire story with a photo, and a color photo on page one of USA Today's sports section. The project far surpassed expectations, as coverage of the event reached an audience of 16 million during that week."
Goodyear did not reveal how much Hamilton was paid.
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PR Week article
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