Kumho Tire U.S.A. Inc. has joined forces with the Miami Heat to kick off the 2011 playoffs along with its “Drive to the Championship” marketing campaign. The campaign provides Heat fans with an interactive, integrated promotion including game day giveaways, increased signage inside and outside of Miami’s American Airlines Arena, and opportunities for fans to win free playoff tickets.
Downtown Miami’s Biscayne Boulevard outside of the American Airlines Arena now has 16 palm trees wrapped with white fabric to match the Heat’s theme White Hot: The 2011 HEAT Playoffs. Each tree is decked out in Kumho Tire graphics and numbers (1 through 16) to represent the countdown of the number of games the Heat needs to win to become the 2011 NBA Champions.
Kumho Tire and the Heat are also conducting a Text to Win promotion to get fans pumped up throughout the post season. Fans that text the word “DRIVE” to 77577 will be entered to win a pair of free playoff tickets for upcoming playoff home games. Two fans will be awarded two tickets each to the first home game of each playoff round including the Eastern Conference Finals and NBA Finals.
To energize Heat fans even more, Kumho Tire gave 20,000 Kumho branded, “Drive to the Championship” white rally towels for all fans in attendance for Game 2 of the First Round. Additionally the first 250 guests at each home game that stop by the Kumho Fan Zone on level 3 of the American Airlines Arena also receive a white Kumho and Heat branded cap, courtesy of Kumho Tire.
“Kumho Tire USA couldn’t be more excited to be a partner with the Miami Heat as they embark on their “Drive to the Championship,” says Rick Brennan, vice president of Marketing for Kumho Tire USA. “When Kumho originally teamed up with the Miami Heat, we were looking to share in the enthusiasm the Heat players, front office and fans exemplify for their team, and our expectations have been exceeded. It is this passion that helps elevate our brand and we look forward to a successful post season.”
For more on Kumho’s NBA sponsorships, see Kumho advances to the second round.