BF GOODRICH

DRIVER ENOUGH

We invited amateur drivers to go head-to-head with the pros, and turned that into a story no one could ignore.

OVERVIEW

To demonstrate how its high-performance tires hold up under extreme conditions, BFGoodrich partnered with MotorTrend to create the "Driver Enough Challenge" — a custom head-to-head driving competition pitting everyday enthusiasts against BFG's professional drivers at Willow Springs Raceway.

Competitors tested both road course precision in a Ford Mustang GT and off-road capability in a Ford Raptor, with every lap pushing drivers and tires to their limit. BFG's pros set the benchmark — but in a twist no one saw coming, an amateur clocked the fastest time of the day and claimed the title.

That unexpected result became the campaign's best asset. BFG extended the story by sending the winner to Skip Barber Racing School before competing in a professionally sanctioned Mazda MX-5 Cup race — turning a contest into a genuine launch pad and giving the campaign a second life with an even better ending.

MY ROLE

Concept & Media Strategy
Proposal Development
Budget Allocation & Management
Cross-Team Collaboration with Programming, Production, Editorial, Experiential, Social, Sales, Legal, Creative Services
Contest Management
Copywriting
Insights & Performance Optimization

CAMPAIGN DETAILS

Branded Content
Experiential Activation
National Contest
Multi-Platform Content Distribution
Co-Branded Promotion
Content Amplification
PR Outreach
Targeted Brand Media

COMPETITION VIDEOS

Episode 1 — The Challenge Begins

Four-episode series following the Driver Enough Challenge from qualifying through the final showdown at Willow Springs Raceway.

Episode 2 — On the Road Course

Episode 3 — Off-Road in the Raptor

Episode 4 — The Winner is Crowned

EXTENDING THE STORY

Episode 1 — Skip Barber Racing School

When an amateur claimed the title, BFG extended the campaign — sending the winner to Skip Barber Racing School and ultimately to a professionally sanctioned Mazda MX-5 Cup race.