Check out how we brought pigskin to the tire business

(No, really. We did.)

THE ASSIGNMENT:

Connect Kumho Tire with male football fans during the 2017 season to ultimately catapult the brand to the top of the target’s consideration set

MARKETS:

Chicago, Dallas Fort Worth, Detroit, Las Vegas, Los Angeles, New York, and Seattle

WHAT WE DID:

In partnership with Kumho Tire, CBS created an original video program leveraging today’s top NFL athletes to engage sports fans with the Kumho Tire brand. In the 2-part video series, The Road To Success, Darren McFadden and Rashad Jennings each shared their story of the pursuit of greatness, performance and the overall drive to succeed. CBS integrated the Kumho Tire brand into the narrative by showcasing product and common brand attributes with those needed to succeed on and off the field.

Building on the success of the first two videos, we launched The Ride of the Open Road featuring NBA all-stars Isaiah Thomas and Kelly Olynyk.

Isaiah Thomas

Kelly Olynyk

Rashad Jennings

Darren McFadden

WHAT MADE IT GREAT:

Guaranteed video views and high-impact media with a direct call-to-action proved to drive a significant ROI. Social media stimulated additional brand awareness and engagement for the custom programs.