Shaun Wants to Drive
In 2011 BFGoodrich went big and inked a deal with multi-time Olympic champ and X-Games star Shaun White to appeal to a broader Adrenaline Junky target. The idea was to share the love of driving with someone who’d never much driven. First step: Teach Shaun the clutch.
The story played out in three distinct chapters. All content was housed in a landing site that allowed interaction and rewarded participation. Bonus videos unlocked as you progressed through the story.