What’s the best way to market new performance sport tires? We don’t really know for sure, but holding a special invite-only event where invitees could take a car out for a spin at night should be high up on the list. That’s exactly what BF Goodrich did with its Awesomecross event held recently, meant to show off the company’s new g-Force Sport COMP-2 summer tires.

Awesomecross is a play on Autocross, events where drivers compete one at a time as they are timed, running through a predetermined course usually in airfields, parking spaces, and other similar paved locations. What makes Awesomecross so awesome? For one, it’s done at night. Add to that the nuances of having to learn the course in the dark and it makes for a really exhilarating race.

The manufacturer wanted to show that the tires perform to make driving more fun. To do this, the organizers have wired the drivers to track their reactions as they drive—something like a test to see the correlation between the new tires and an individual’s driving experience. Judging from the videos, it looks like mission accomplished for BF Goodrich and its marketing team.

Disclaimer: This post has been sponsored by BF Goodrich, but all thoughts are my own