Bridgestone Launches Conquer the Cold Campaign

NASHVILLE, TN--Oct. 24, 2013: This winter Bridgestone Americas is challenging consumers to "Conquer the Cold," by launching a campaign and promotion that underscore the benefits of changing to winter tires when temperatures drop below freezing and road conditions can be wet, dry, snowy or ice covered.

Many drivers rely on their all-season tires year-round. Although all-season tires are designed with both winter and summer performance in mind, they do not offer maximum performance in either season. Cold temperatures decrease the elasticity of the rubber compound in tires, contributing to a reduction in traction. Winter tires are specially designed to remain flexible in cold weather, allowing the tire to conform to the road surface and maintain its grip on snowy, icy, wet and dry surfaces.

"Winter tires provide increased traction, braking and handling in wintry conditions, all of which are important for safe driving during the winter season. Think about it this way – a snowplow can't clear the cold. If it's cold enough to see your breath, you should consider changing to winter tires," said Philip Dobbs, Chief Marketing Officer for Bridgestone Americas. "In order to engage our customers with the Conquer the Cold message in a fun and innovative manner, we are pleased to announce an exciting promotion in conjunction with the 2014 Bridgestone NHL Winter Classic ®."

Consumers who buy a set of four Bridgestone Blizzak winter tires between Oct. 15 and Nov. 30 will have the chance to receive reimbursement for their tires (up to $720 US) if they visit ConquerTheCold.com and correctly guess the temperature when the puck drops to start the first period of the 2014 Bridgestone NHL Winter Classic on New Year's Day at Michigan Stadium in Ann Arbor, Mich. Consumers who have not yet purchased their winter tires also can participate and win a set of tires if they correctly guess the temperature. Up to 2,000 guaranteed winners will be selected by drawing.

At ConquerTheCold.com, consumers also can enter a separate sweepstakes in which, if they correctly guess the temperature at puck drop, they will be entered in a drawing to win prizes including a trip for two to a game of the 2014 Stanley Cup Final or a trip for two to the Bridgestone Winter Driving School in Steamboat Springs, Colo.

No purchase is necessary for either Conquer the Cold program. Open to residents of the U.S. the age of majority and over. Valid Oct. 15 – Nov. 30, 2013; See official rules for details at ConquerTheCold. For Canadian promotional details, visit ConquertheCold.ca.