Pirelli has unveiled the “HighwayZERO” marketing campaign to promote the company’s P Zero All Season Plus tire. The new site will feature “gaming style” interactive features so users can interact with three videos showcasing the P Zero tires. Users can toggle between different camera angles to see the two- to three-minute road trips from a 360-degree perspective, including tires, speed and other performance metrics.

Choosing a tire today can be tricky, often test drives are not available and the consumer has to rely on tire reviews. The first video — featuring a road trip along San Francisco Bay — will launch in late April, according to the tire maker. The next two videos, spotlighting Box Canyon in Palm Springs, Calif., and Emerald Bay in Lake Tahoe, will launch in May. Each video showcases the tire’s ultra high performance and all-season capabilities in mixed, dry and snowy conditions respectively.


Highwayzero.pirelli.com also provides users with information on the nearest tire dealerships, P Zero All Season Plus tire fitments and the ‘Ultimate Roadtrip’ sweepstakes, launching on April 16, where consumers can enter for the chance to win one of three sets of P Zero All Season Plus tires, or a trip for two to Palm Springs.


P Zero All Season Plus, an ultra-high performance all-season replacement tire, is designed specifically for sports cars, sports coupes and performance sedans, said Pirelli. It was designed for driving enthusiasts while keeping in mind the unique driving habits of North America’s drivers.

It accomplishes this all-weather performance in wet, dry and light snow conditions through inner block winter siping, lateral siping on the outer blocks, advanced materials and high tech production methods, according to Pirelli.

The tires were recently tested on Lamborghini Huracán, Ferrari 458 Italia, Porsche Cayman GTS, Nissan GTR, Mercedes SLS AMG and Audi R8 V10. The tires also fit most of the BMW X cars, 3, 5, 6 and 7 Series.