rEvolution has worked with Continental Tire since 2015 and brought the tire brand into college basketball in 2016, including work across multiple universities and prestigious basketball tournaments. With name, image and likeness (NIL) policies being approved in 2021, rEvolution expanded its CBB work with Continental to explore this fertile ground for sponsors in an authentic and engaging way. As college basketball season starts this month, a quick look back (and watch this space for new initiatives rolling out for the ’22 season).
For Continental Tire’s first foray in NIL, rEvolution brought to life a new, web-based episodic series called “The Drive presented by Continental Tire.” In each episode, professional basketball skills coach and social media influencer, Lethal Shooter (a.k.a., Chris Matthews) took a few of college basketball’s elite players on a literal drive around their college towns. Through Continental’s unique access, we get an insider’s perspective of that individual player’s personal story, and the smart choices they made as they pursued their dream of playing at highest collegiate levels. Airing during March of 2022, the series featured UCLA’s Johnny Juzang, Villanova’s Collin Gillespie and Duke’s Trevor Keels.
“Continental Tire has been a long-time supporter of college basketball both in pre-season tournaments and through individual program partnerships. With NIL being introduced this season, we knew we wanted to expand our involvement in the game by tapping into this new space and giving fans a closer look into the players,” said Brian Beierwaltes, Senior Manager Marketing – Brand Development at Continental.
“With ‘The Drive’ we were able to showcase top players from marquee programs while also testing how this new element works for the brand. The positive response to date has us really excited about what other opportunities this can lead to in the future.”
The response to “The Drive” has far exceeded expectations across social media and through the strategic amplification efforts of the host, athletes, as well as media campaign in partnership with Bleacher Report all managed by the rEvolution creative, content and in-house media teams. rEvolution is actively working with Continental Tire to explore expanding the series to other sports. Check out the full episodes on continentalbball.com.
The Drive by the numbers:
- 3+ MM social media impressions
- 220K+ social media engagements
- 100K+ full episode views
- 260K+ earned media impressions
Watch the three episodes below: