Sports marketing paid off for Kumho in L.A.
Kumho brand awareness during the USC-Notre Dame college football game on Nov. 24, 2012, was even higher than we thought.
Modern Tire Dealer reported on the Kumho banners displayed in the background during the recent ESPN College GameDay telecast (see "ESPN gives Kumho a whole lotta love").
Although Kumho Tire U.S.A. doesn't sponsor GameDay, it does sponsor the University of Southern California football team (see 'Kumho is official tire of USC athletics"). So when USC hosted number one-ranked Notre Dame at the Los Angeles Memorial Coliseum, Kumho was there -- complete with its truck display and onsite activation program designed to engage fans.
"It was a packed game, and Kumho definitely got a lot of great coverage out of it," says Megan Wentz, marketing communications coordinator. "We even got a few moments on ESPN radio, talking about our Golden Ticket contest winner (Kim Barr)."
USC lost the game, 22-13. The loss dropped the Trojans to 7-5 on the season.
"Although USC didn’t pull out the great season we hoped for, Kumho certainly did," says Wentz.