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General Tire

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General Tire’s Partnership Overview

rEvolution joined General Tire in late 2015 as sponsorship and activation agency of record, as a result of our prolific relationship with Continental. As with Continental, rEvolution’s Indianapolis office leads the charge for General Tire on a growing list of properties, offering a full suite of services including sponsorship consulting and analysis, media planning and buying, experiential design and execution, influencer and athlete management, corporate hospitality and creative services (i.e., custom scripted content creation spanning web videos, pre-roll and national broadcast spots).

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Our Role


In 2015, while the confetti was still settling on General Tire’s 100th anniversary celebrations, the brand broke new ground, entering into a multi-year strategic partnership with the ARCA Racing Series – marking its first foray into the world of stock car racing. rEvolution is proud to support General Tire’s ARCA partnership by providing a head-turning conceptual footprint, bridging generational gaps and a century of automotive history at a single “gas station” seemingly stuck halfway between 1966 and today.


General Tire has been in bass fishing space since 2013, when it became exclusive tire partner of Major League Fishing and has grown its involvement in the sport in recent years to include a sponsorship of Fishing League Worldwide, a media partnership with B.A.S.S., and activation at the Bassmaster Elite tournament.

In 2015, rEvolution took it up a notch – working with General Tire to select and land a team of world-class anglers, including past champions Skeet Reese and Edwin Evers, who’d grow to be the twin personalities of the brand’s fishing presence. To welcome Team GT’s new additions, rEvolution devised a creative campaign portraying a fictionalized version of the boys’ first day on the job. How does a pro angler go from 5:00 a.m. on the lake to 9:00 a.m. at the water cooler? It certainly helps if their cubicle has room for reels and their desk is outfitted with a custom-made “live well.”

The “ReelJobs” campaign*, covering both slapstick “fish out of water” office gags and world-class trick shots from Skeet and Edwin, has been a hit. It lives on and YouTube, as well as being broadcast on the ESPN family of networks, NBC Sports, Outdoor Network and in print across endemic fishing properties.

*Winner of a Silver Telly Award for “Regional Commercials, Miscellaneous”


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The General Tire brand celebrated 100 years of innovating tire technology this year, and we are proud to continue that tradition in the ARCA Racing Series in 2016. ARCA produces some fantastic racing and allows us to expose the General brand to a whole new audience of motorsports fans. We’re eager to expand our portfolio and showcase our technologies to such a dedicated audience.
Travis Roffler

Director of Marketing, Continental Tire

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