Friday, November 02, 2012
Nitto Tire kicked off the 2012 SEMA convention today by announcing its most recent partnerships and milestones. The company celebrated having recently reached two million fans on Facebook with a guest appearance from DJ and producer Steve Aoki. Show attendees enjoyed cake and received autographed posters while Aoki’s tracks played in the booth. The event marks the countdown to Aoki’s birthday bash concert on November 21, 2012, which is fueled by Nitto.
Starting in 2010, Nitto put a heavy emphasis on fan engagement through social media. Soon after the company created a Facebook page, Nitto started gaining traction with fans. Marketing & Social Media Strategist, Harry Kong, explained, “A few months after we set up a Facebook page, we celebrated our first milestone: 30,000 fans. By the end of the first year we had 100,000. At the end of the next year, we had one million. Now, this year, we are celebrating two million fans.” Nitto attributed its success with fans to innovative social media strategies. In 2011, Nitto’s Fan Drive promotion – where consumers built and voted on the best give-away car – and an in-game sponsorship with Car Town – the top automotive game on Facebook – helped them engage with automotive enthusiasts.
This year, Nitto sought to expand brand awareness and fan engagement through a partnership with electronic dance music (EDM) DJ and producer Steve Aoki. Nitto identified EDM as an emerging music trend in the United States. President Tomo Mizutani remarked, “I recently read an article describing two types of people: digital natives and digital aliens. As a Japanese-American living in the United States for many years, I know I am a digital alien. But Nitto has always strategically listened to digital natives to identify emerging trends.” One of Nitto’s core philosophies is helping the automotive market grow by supporting emerging trends before they are mainstream, like EDM.
Guests who visited Nitto’s booth were greeted with cake pops, posters autographed by Aoki, the chance to win tickets to his birthday concert, and photo opportunities while Aoki’s music played in the booth. Aoki, who is famous for “caking” his most loyal fans, smashed a celebratory cake into the faces of onlookers and even the president of Nitto Tire himself.
Nitto’s partnership with Aoki kicked off this summer with an exclusive track that Aoki remixed for Nitto’s fans entitled, “Come with Me (Doorly Remix) Fueled by Nitto.” The partnership culminates on November 21, when Aoki celebrates his birthday bash, which is fueled by Nitto. In conjunction with this celebration, Nitto will choose five lucky winners and fly them out to LA to meet Steve and to gain VIP access to his birthday party. Steve and a grand-prize winner will win the ultimate automotive experience: the chance to drift! Nitto is sponsoring a one-on-one drifting session with professional drift drivers before his birthday show at the Long Beach Convention Center followed by a birthday concert at the Shine Auditorium that evening.
To enter for your chance to win concert tickets and even the grand-prize drifting event, visit Nitto’s Facebook page.