THE CHALLENGE.
For Alaskans, Tire Changeover season is a hectic time marked by long lines and mad dashes to get your vehicle ready for the roads ahead—because the stakes are high.
No studs? You could be in for a slick and dangerous 6-8 months of driving. Studs still on after the city mandate? You’re looking at a sizable ticket.
As a premium tire retailer and provider of auto maintenance services, Alyeska Tire knows this better than anyone. Historically, the company does 75% of their business during 3 months of the year. First, the six-week period just before the snowfall. And then again in the Spring when it’s all dries up.
In the past, Alaska’s largest tire retailer launched some enticing promotions on full sets of tires that customers just couldn’t pass up. But with lingering supply chain issues, offering every customer 15% off of a full set of tires was too big of a financial hit in a post-COVID economy—and in some cases, simply not possible due to supply limitations.
So how did Alyeska Tire manage to achieve a record number of tire changeovers when their typical promotion just wasn’t in the cards?
Through an integrated campaign that included a variety of eye-catching creative, robust traditional and digital paid media schedules, and a social media giveaway that drove a stampede of in-store traffic.
GIVEAWAY & EMAIL MARKETING.
To encourage in-store traffic for tire purchases and changeovers, we launched a social media giveaway that was open to every community that Alyeska Tire served. The prize? A full set of tires worth up to $1500 in value.
How it worked was simple: all customers had to do was come into an Alyeska Tire store near them, fill out an entry form, and pray their name was drawn. No purchase necessary and no strings attached.
An important feature of our entry form—and a key piece of our campaign strategy—was the addition of a check-box where customers gave their consent to receive promotional communications from Alyeska Tire. Gaining customer consent for email marketing can be a tricky thing these days, and this offered us a massive subscriber list right out of the gate.
COMPREHENSIVE CREATIVE.
The creative for this campaign included two different motion graphic videos shared across broadcast and programmatic channels, traditional and streamed radio spots, as well as a variety of organic and paid social assets to ensure Alyeska Tire’s campaign messaging was ingrained in each of their designated marketing areas.
We viewed this campaign as an opportunity to further establish the brand as a leading provider of premium products. So in addition to a video promoting the giveaway, we created a second commercial-grade video featuring Nokian Tyres’ high end Hakkapeliitta line.
To supplement our paid efforts, we produced a variety of organic social media videos that tapped into popular trends on Tik Tok and Instagram Reels. We also created a set of memes to boost engagement and raise changeover season awareness in a subtle, entertaining way.
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