Off-Roading Destination Activation Experiences
Project Ask
To create an obvious brand strategy appealing to off-roading’s growing enthusiast crowd.
Client
Firestone
Location
Flagstaff, AZ. Bend, OR. Johnson Valley, CA
Deliverables
Experiential Activation. Influencer Marketing. Data Analytics. Brand Storytelling.
Our Role
By blending strategic storytelling, experiential marketing, and influencer-driven engagement, The ID Agency successfully reintroduced Firestone to a passionate off-road audience—positioning the brand as both an innovator and a legacy leader in the space.
We delivered:
Experiential Activations & Influencer Engagement - Leveraged key industry influencers to create authentic promotional content, amplifying the brand’s presence across digital channels.
A High-Visibility Brand Showcase - Designed an engaging brand showcase featuring vintage off-road vehicles and interactive storytelling elements that celebrated Firestone’s deep-rooted history in the category.
Expanding Reach at Overland Expo - Brought the modular booth system featuring influencer display vehicles showcasing Firestone’s technical expertise, engaging a tech-savvy audience eager to learn about the brand’s tire innovations.
Driving Consumer Engagement & Insights - Provided a direct line between Firestone’s in-house development engineers and consumers, fostering an environment of education and product exploration.
The Challenge
Firestone Tires needed to recapture the attention of the off-road and overland markets. Brands dominating the space utilized massive event sponsorship budgets and their history of championship-winning racing products; this top-down marketing strategy leaves the everyday consumer wanting something more relatable.
The Solution
To reintroduce Firestone to an off road audience, The ID Agency produced a diverse mix of experiential activations around the country, leveraged brand appropriate off road and overland influencers to create promotional content, and managed a handful of media trips to test the limits of Firestone’s Destination line of tires. The cornerstone of the brand’s off road campaign revolved around King of the Hammers. Starting in 2023, Firestone’s KOH activation took place in the highest visibility spot in Hammertown showcasing vintage off road vehicles and telling the brand’s history through interactive elements. Utilizing customized shipping containers, Firestone’s new modular event assets were created with future use in mind, able to be reconfigured to fit any event footprint. The ID Agency also brought Firestone’s container booth system to Overland Expo, participating in OE West and OE Pacific North West.
Utilizing influencer display vehicles, Firestone’s overlanding expertise was amplified to the tech savvy consumer. The ID Agency was also one of the first to utilize Firestone’s recently catalogued historical archives. Reproductions of letters, newspapers, and artifacts were on display to give attendees a unique look at the brand’s history. Each off road activation gave consumers the chance to learn more about Firestone’s product line directly from in-house development engineers. They also provided key consumer marketing data in exchange for exclusive off road merchandise from Firestone.
The Results
Campaign Results 2023-2025
3x KOH Attendances
OLAF Experience in 2023
2x KOH sponsorship
Overland Expo in 2 different markets - West (Flagstaff, AZ) and PNW (Bend, OR)
2x title sponsor
[2x] invite only prototype tire development survey event
2 Media trips with influencers (Location Names TBD)
Influencers utilized (Top edu-tainment talent in the offroading space)
@overlandunderbudget
@roaminglost
@camp.yoshi
@overlandcookery
10,000+ qualified marketing leads (name, email, year, make, model, etc…)
The brand has built a strong presence in the off-roading and overlanding community through strategic event participation and sponsorships. With three attendances at King of the Hammers (KOH) and two KOH sponsorships, it has established credibility within one of the most demanding off-road racing events. Additionally, the brand has engaged with a broad audience by attending the OLAF Experience in 2023 and showcasing its products at Overland Expo in both the West (Flagstaff, AZ) and Pacific Northwest (Bend, OR) markets. Serving as a title sponsor twice further reinforces its commitment to the industry. Exclusive opportunities, such as an invite-only prototype tire sneak peek event, have also positioned the brand as a key player in product innovation.
Beyond events, the brand has leveraged influencer marketing and media collaborations to maximize exposure. Two media trips with top influencers (locations TBD) have helped generate valuable content and engagement. Influencers such as @overlandunderbudget, @roaminglost, @camp.yoshi, and @overlandcookery—each known for their expertise in the off-roading and overlanding space—have contributed to brand awareness. This comprehensive marketing approach has resulted in the acquisition of over 10,000 qualified leads, capturing key customer data such as name, email, and vehicle details (year, make, and model). These efforts collectively demonstrate a well-rounded strategy that combines in-person engagement, digital influence, and data-driven marketing.
Project Gallery
