BFGoodrich was launching a new tire that looked nearly identical to its predecessor, but performed better in every way. Awesomecross was designed to get the word out about the new tire, while emphasizing the BFGoodrich promise that upgrading performance upgrades driving fun. By comparing G-force tire data to EEG data from the drivers in real time, Awesomecross proved the connection between the higher levels of performance offered by the new tire and higher levels of driving fun. The tires responded to the drivers. The drivers responded to the tires. And the course responded to both. Check the method.
