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MARKETING & BRANDING NEWS
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Nitto Tire partners with Cie Games to integrate its brand with a Facebook activity

Virtual and actual reality collide in Car Town.

By Kylie MalstromPublished: November 22, 2011 07:10 AM

Cypress-based Nitto Tire USA Inc. has partnered with Cie Games to integrate the Nitto Tire brand in the automotive-based Facebook game, Car Town. The yearlong partnership will extend to November of 2012 and will offer Car Town players new in-game activities, community contests and giveaways.

"We're very excited to partner with Car Town to bring our established brand of tires and vehicles to their audience," said Stephen Leu, Nitto marketing specialist. "This is a great opportunity for us to widen our customer base, including enthusiasts and even casual gamers with less familiarity with the brand. The exposure will help increase awareness and recognition of the Nitto brand and our offerings."

Players will be able to participate in Nitto-branded game missions featuring the company’s new line of tires. The game will serve as an advertising venue for the Nitto Motivo, an all-weather high performance tire. It will offer real-world benefits to related game activities. Other virtual Nitto-branded items that will be available include posters, garage items and custom vehicles modeled after Nitto-sponsored racecars. Car Town will host various community contests to create Nitto custom-branded car wraps and/or garages.

"We are thrilled to be working with Nitto Tire," said Justin Choi, president and CEO of Cie Games. "Their innovative approach to marketing and their emphasis on social and digital media align perfectly with Car Town's unique offerings. Plus our game players will love to interact with such a respected enthusiast brand."


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