Goodyear: Digital Strategy & Driver Challenge

Goodyear

In 2011, I served as the lead writer for the complete rewrite of Goodyear’s digital presence. My primary focus was balancing a consistent, authoritative brand tone with a highly functional user experience. I restructured complex technical data into a streamlined, goal-oriented content map that guided users from high-level brand awareness to local dealer conversion. This strategic rewrite ensured that every page—from tire-tech explainers to the dealer locator—met Goodyear’s 2011 objectives of modernizing the brand and driving measurable customer engagement.

Support Our Troops Microsite

As the lead writer on a lean creative team, I conceptualized and developed the Goodyear Boot Camp Challenge, a signature activation for the 2011 “Support Our Troops” campaign. I was responsible for crafting the narrative and technical prompts for a first-of-its-kind competition that pitted NASCAR and NHRA drivers against one another in a tire-based obstacle course testing speed, strength, and agility. My work included designing a peer-to-peer donation model that allowed fans to “back” their favorite drivers, directly contributing to a program that has generated over $1 million in total support for military families.

Pre-Race Display

Pre-Race Video Display

Post-Race Email