Tire Prose
Tire Pros
The Case Study
The Idea
Because of the widespread uncertainty at the start of the pandemic, brands were avoiding April Fools’ Day pranks altogether. Yet we believed people were still looking for a reason to smile.
So on April 1, Tire Pros took to social media to release a book of tire poems called Tire Prose, promoted by Brian Bumgartner of The Office fame. I never thought one day I would write a bunch of poems about tires – and Brian Bumgartner would read some of them. It was an idea that was so ridiculous, Tire Pros got credit for the humor, without offending anybody by making them feel foolish.
Social Video
Website Landing Page
PR Week Article
The Results
Without any paid media behind the campaign, not only did it make national news, Tire Pros achieved engagement levels that broke records for the brand, including a 280% increase in Instagram followers, a 833% increase in Facebook post clicks and a 1,111% increase in tweet engagement.
