EDMONTON—Red the Agency has created the Ultimate Roadtrip Contest for OK Tire. The contest, says creative director Ryan Kelly, is designed to mimic a scavenger hunt, with visitors taking photos of items on the website's list and submitting them for a chance to win prizes.



The contest was created to support traditional seasonal advertising for the company and get consumers attention during the summer months. “People aren’t as engaged in traditional media during the summer,” says Kelly. There is also a mobile application so consumers can snap items on the list and upload them wherever they are.

The site is designed to bring the user content front and centre, says Kelly. “The design is straightforward, functionally based,” he says. “It is designed to generate excitement, pull people to the items they need to find and submit.”

Fonts used on the site are part of OK Tire’s corporate branding, says Kelly. Headlines are in Elson Bold with copy and subheads in various weights of Avenir.

Working with the company the past four years has been great, he says. “They have a great CEO that is willing to do things like this website which might be a bit outside their comfort zone,” he says. “They are starting to see they don’t have to live in the traditional worlds. They are an old school brand but the CEO recognizes the market for tires is crowded and the more they can do to brand themselves the better.” Contact: Redtheagency.com, Roadtrip.oktire.com