RoadShow mobile experience

Executive Summary

For the launch of a new line of energy-efficient commercial tires, Firestone wanted to reintroduce its brand in a way that felt fresh, memorable, and personal. Instead of relying on traditional product showcases or dealer meetings, the team envisioned a nationwide roadshow—a mobile experience designed to bring the Firestone brand directly to its dealers and their clients.

The concept was straightforward yet powerful: Firestone would hit the road in a custom mobile truck, stopping in cities across the country to host events before minor league baseball games. Each stop became more than a showcase. It was an opportunity for dealers to invite their clients, share food and conversation, and explore Firestone’s new products in an engaging, interactive environment.

To bring this vision to life, Firestone turned to NPARALLEL + Atomic Props. Our role: design and deliver a roadshow that blended brand storytelling, hospitality, and interactive technology—ensuring that each stop created a lasting impression.

Business Challenge

Firestone’s challenge was threefold.

First, they needed a travel-ready activation that could be set up quickly and reliably across multiple cities. The mobile truck needed to look polished in every market while also being durable enough to handle the demands of life on the road.

Second, Firestone wanted an experience that would entertain and engage guests, not just present products. It had to encourage conversation, spark curiosity, and reflect the innovation behind their new energy-efficient tires.

Finally, the roadshow needed to be dealer-friendly. Dealers were the hosts of these events, so the experience had to feel turnkey—welcoming clients in a way that was professional, fun, and easy to execute.

Goals & Objectives

Relaunch Firestone’s brand with a bold, nationwide activation.
Showcase the new line of energy-efficient commercial tires in a hands-on, memorable way.
Strengthen dealer-client relationships by creating shared experiences.
Incorporate interactive elements that spark engagement and conversation.
Deliver a portable, durable, and scalable environment capable of traveling to multiple cities.

Our Solution

NPARALLEL + Atomic Props designed and fabricated the full Firestone Roadshow experience, ensuring the activation was as impactful as it was mobile.

At the heart of the mobile truck was a virtual reality pitching game. Guests could step into the batter’s box and test their pitching skills in a fun, competitive experience that resonated with the baseball environments where the roadshow was staged. The VR game did more than entertain—it served as a conversation starter, bringing guests into the space with curiosity and leaving them with a memorable interaction tied to the Firestone brand.

Surrounding the game, our team designed custom product displays that highlighted Firestone’s new line of energy-efficient tires. Every element of the truck was fabricated to be durable, travel-ready, and visually striking. The displays balanced technical product information with approachable, easy-to-understand storytelling—giving dealers the tools to explain benefits while keeping the experience engaging.

To round out the activation, Firestone dealers invited their clients to enjoy hospitality inside and outside the truck. Catered food and beverages turned the events into social gatherings, allowing clients and dealers to connect in a casual, welcoming environment before heading into the baseball game.

Behind the scenes, our fulfillment and fabrication teams managed logistics, ensuring that every property need—from branded signage to the VR setup—was ready to travel and reassemble seamlessly across multiple stops.

Results

Over the course of the Firestone Roadshow, the mobile experience traveled to more than a dozen cities across the United States. Each stop became a mini-celebration—part brand activation, part social event, and part entertainment.

The results were immediate. Dealers gained a powerful tool for client engagement, giving them a reason to invite clients to an event that was both fun and informative. Clients left with stronger ties to the Firestone brand, having experienced the energy-efficient tire line in a setting that was approachable and memorable.

The roadshow also reinforced Firestone’s reputation as an innovative leader in the industry. By investing in a mobile brand activation, Firestone showed its commitment to meeting people where they are—literally. Instead of asking dealers and clients to come to them, Firestone brought the brand experience directly to the communities where relationships matter most.

The Firestone Roadshow was more than a marketing campaign—it was a journey. By combining interactive technology, custom fabrication, and thoughtful hospitality, NPARALLEL + Atomic Props transformed Firestone’s vision into a traveling brand experience that connected people, strengthened relationships, and drove product awareness nationwide.

The success of the Firestone Roadshow underscores the power of experiential marketing: when brands move beyond static presentations and create opportunities for genuine connection, they ignite moments that last long after the event.