When the global BFGoodrich team decided to launch the Mud-Terrain T/A KM3 - the latest innovation in BFGoodrich’s 40-year history of advancing off-road tyre technology - they asked themselves: How do we launch this tyre into 140 countries globally, and in a way that showcases the toughest tyre we have ever made?
The answer was…just like BFGoodrich brand has always done… enable hard-core enthusiasts to experience the KM3 and show them that this tyre is made to mud, built to climb and created to conquer. So the Australian and US marketing teams set out to find two ionic locations that could demonstrate the extreme toughness and traction this tyre was built for. They chose majestic Victorian Highlands in the south east of Australia and the iconic Rubicon Trail in the Sierra Nevada mountain range in California. The BFGoodrich KM3 Terrain Takeover was born!
With the US event earmarked for mid-June, Australia was to host the first 60 dealers from around Asia, together with 40 global influencers, to experience the tyre over a series of five waves in late April.
- Bring in a vehicle partner like Ford, expert instructors from Getabout training services and a host of Yamaha and Polaris UTV’s - fitted with the new KM3 UTV tyre - to deliver an adrenalin pumping experience.
- Partner with like-minded brands such as Red Bull Media House, ARB, Garmin and Yeti to be a part of the overall lifestyle experience.
- Coordinate a KM3 branded aerobatic plane for the extra wow factor
- Add in the talents of brand ambassadors like Toby Price and Dan Mckenzie zooming in their motorcycles, not to mention Andrew St. Pierre White showing us what overlanding is all about.