Contestants in the popular ITV show Dancing On Ice display an impressive level of control on a slippery, cold surface, so the show is perhaps a logical sponsorship choice for winter tyre champion Continental. The tyre maker says it has signed up as headline sponsor for the latest series as part of a seven-figure deal that also includes ITV’s coverage of the England football team next year.
Wheel supplier, Wheelwright said that its expectations had been exceeded at Brityrex, having chosen to demonstrate the features of its new website and the benefits of premium quality wheels. The company also took the show as an opportunity to communicate its current corporate logo and branding, having removed the “Alcar” portion of its name in 2011. Speaking with Tyres & Accessories, Wheelwright managing director, Kevin Greer said it was important to get out in the market to do this because of the residual “old-style marketing” still present in the UK, but mainly to emphasise Wheelwright’s “differentiation from other brands” with what he described as a “modern, clinical” CI strategy.
Facebook has just announced that its membership has passed the one billion mark. A smaller, but nevertheless significant, milestone has also been reached by Nitto Tire – on 8 October the company announced that two million Facebook users are now fans of its facebook.com/nittotire page.
Pirelli has upgraded its Apple and Android Diablo Super Biker app, allowing routes travelled to be downloaded and viewed directly on computers and tablets. This, the company says, will make it easy to compare them and facilitate sharing on social networks. The upgrade represents a continuation of the company’s digital and social media strategy. The app has been downloaded more than 100,000 times, averaging 328 downloads per day in the last two months, the company says. The Pirelli Moto Facebook page, launched at the beginning of 2012, has grown to more than 140,000 fans. The Italian manufacturer believes increased social networking leads to greater proactive interaction from customers and end-users on a daily basis.
A large proportion of tyre buyers now begin their pre-purchase research with a browse online, and when doing so they increasingly use phones and other mobile devices rather than the trusty desktop computer. Recognising these two changes in consumer behaviour, Cooper Tire & Rubber has launched a mobile-optimised version of its website. The new site is currently only accessible by users in the US – by entering the usual coopertire.com address into the browser – and it offers advice on service, replacement tyres, retail locations and safety information.
Now with more than 100,000 fans on Facebook, brake manufacturer Brembo says it can boast “absolute leader status as a social networker among automotive component manufacturers worldwide”, having reached the milestone of more than 100,000 fans on Facebook. In reaching six figures, the group joins the world's top exponents of digital communication in its sector of interest — namely automotive components — as well as gaining a high profile among brands associated with other categories of merchandise.
Kumho Tyres has launched a summer campaign ‘Cash for Causes’, supported by the Korean brand’s UK dealers and a new website. The company says that it will donate £100,000 to deserving causes, charities, local groups and projects across the country via the network of ECSTA Performance Centre (EPC) independent retailers it supports in the UK through its national distributor Micheldever Tyre Services. So far, Kumho says that over 200 EPC dealers have signed up to take part in the ‘Cash for Causes’ campaign, each selecting two local community projects they feel deserve a donation. Nominated causes then go head to head in a public vote to see which one the community feels should receive the larger share.
Kumho Tyres has launched a summer campaign, 'Cash for Causes', in the UK. The company says it will donate £100,000 to deserving causes, charities, local groups and projects across the country, via the ECSTA Performance Centre network of independent retailers it supports through its national distributor, Micheldever Tyre Services.
The winners of a Pirelli online competition have completed an exclusive McLaren Formula One team factory tour in Woking, Surrey. Bill Massey and Sarah Cooper were announced as the winners of the competition run on the official Pirelli Facebook page last month. Both winners were allowed to bring one guest for a tour of the team’s headquarters.
Michelin has announced details of a road safety competition for young drivers run through Facebook. The company explains that social media is a logical means for disseminating information to the young; nearly 80 per cent of young Europeans aged 16 to 24 are regular users of social media. They are also the main victims of road accidents, twice as likely to be involved in accidents as older, more experienced drivers. Every year nearly 5,000 young people aged 18 to 24 are killed in road accidents in the European Union on average. Named Tom European Tour, Michelin’s game invites young people who drive – or are learning to drive – to travel with a virtual character named Tom through the United Kingdom, France, Germany, Poland, Hungary, Romania and Spain.
Pirelli is offering the chance for followers of its Moto Facebook page to compete in an online “social game” with the top prize of a trip to Los Angeles. The complete content of the brand’s “Ride Like an Angel” contest will become available to users promoting Pirelli’s Moto page within their own social groups and purchasing a set of Pirelli Angel ST tyres in April or May 2012, helping to promote the brand both online and in retail stores. The game involves scoring points by completing four tracks set in Los Angeles districts such as Downtown and Santa Monica.
Kent-based wheel distributor Wheelwright launched its Calibre Couture range onto the UK market and made substantial upgrades to its website, including an improved e-Commerce platform, in the first quarter of 2012. Tyrepress.com spoke to Wheelwright managing director, Kevin Greer, who presented details on why the Calibre range has been “a real success story” following its introduction. Since its launch the distributor has introduced retro, utility and the Couture prestige ranges to its private wheel range, making Calibre its “umbrella brand”. Greer also talked Tyrepress.com through the upgraded website, which aims to serve modern shopping habits, without treading on the toes of the retail businesses it supplies.
MSA British Touring Car Championship (BTCC) title sponsor, Dunlop has announced that it will give away 80 tickets to each of the ten rounds of this year’s series. The tyre supplier is offering a pair of weekend tickets and paddock passes to 40 winners, while entrants will be entered automatically into a prize draw for one pair of VIP tickets per round, including TOCA hospitality and a grid walk. The competition will run on Dunlop’s Facebook page and will close a week prior to each respective race weekend.
Kent-based distributor Wheelwright has launched the Calibre Couture range onto the UK market. The company said the collection of diverse designs would sit above the firm’s Calibre portfolio; the Couture range is aimed at the upper end of the vehicle parc, with several distinguished designs and fitments.
Fast fit retailer, HiQ has announced that it will invest £500,000 into a national advertising campaign, re-entering mainstream advertising as a network after an eight-year absence. The network made “a conscious and strategic decision” to delay this scale of mainstream advertising in order to develop the full HiQ Franchise programme say company sources, with investment funnelled into customer service initiatives and training. The newly announced spending will be part of a seven figure investment in HiQ Programmes in 2012.