Hankook eyeballs brand exposure with musical partners
Hankook Tire America Corp. has formed a unique promotional partnership with New Jersey-based Eyeball Records.
Hankook Tire will begin to supply groups from Eyeball Records with tires for their touring vehicles when the bands hit the road.
"Young musicians are generally stretching their budgets as far as possible," says Keven McDonald, Hankook's advertising and public relations coordinator. "Now these guys will have one less thing to worry about."
The first band to receive Hankook tires is New Atlantic, which has built a loyal following by touring almost non-stop for nearly two years. New Atlantic is set to tour again in support of its new 2007 release, "The Streets, The Sounds, And The Love."
New Atlantic also will be performing at the famed CMJ Music Marathon and Film Festival in New York City from October 16-20.
Part of the partnership will include cross promotion between both companies. As part of the deal, Hankook will receive brand exposure on the label and band's Web sites.
Eyeball Records was started in 1996 when Alex Saavedra released a 7-inch record featuring the then-unknown New York City based punk act The Casualties. The success of that release allowed Eyeball to turn out several new records per year.
For more information, visit Hankook Tire's Web site at www.hankooktireusa.com.