Goodyear asked CPM Netherlands to help with the promotion of Goodyear tires at various dealers like Mercedes-Benz, Jaguar/Landrover and BMW. At first Goodyear needed market information before they could roll-out the promotion wave. For wave 1 the goal was to gather information by completing a survey per dealer. In the 2nd wave the promotion team did a promotion around a campaign, where dealers received a discount by ordering a certain amount of tires. The end goal for this promotion is to gather information, to increase the Goodyear visibility at the dealers and to promote the campaign, so the dealers will buy and sell more Goodyear tires.