Kumho Tire U.S.A. Inc. has kicked off a digital campaign, fan promotions and activities featuring Olympic medalist and professional basketball player Carmelo Anthony for the 2015 National Basketball Association (NBA) All-Star Game in New York City.
As Kumho's brand ambassador, Anthony will be featured throughout the company's creative and promotions. The activities began on Jan. 16 in Times Square, where Kumho unveiled the first-ever NBA All-Star 2015-themed subway cars which highlight Anthony.
Kumho says it is “taking over” the S (shuttle) train between Times Square and Grand Central stations with themed subway cars, which are wrapped both inside and outside. To celebrate the new subway cars, Kumho will host an interactive fan experience at the Times Square subway station beginning Jan. 26, featuring a digital version of the arcade classic “Pop-A-Shot” game.
In February, Kumho will place giant dynamic digital billboards and other promotional signage in and around Times Square and Pennsylvania Station, including NASDAQ, Reuters, Penn Plaza and the Times Square Digital Twins.
Kumho will also launch a social media promotion called “Prove Your Move” where fans can submit photos or videos on the company’s Twitter and Instagram channels to win a chance to play a game of H-O-R-S-E against Anthony during NBA All-Star.
Anthony is a three-time Olympic medalist and seven-time NBA All-Star. He led the NBA in scoring during the 2012-13 season and set venue and franchise single-game scoring records after amassing a career-high 62 points at Madison Square Garden on Jan. 24, 2014.
“We are excited for New York to feel Kumho’s presence and support for the NBA everywhere they turn during NBA All-Star,” says Harry Choi, CEO and president of Kumho Tire North America. “Fan engagement is a top priority for us and we believe Carmelo is the perfect brand ambassador to deliver the best experience to NBA fans.”
Additional promotional activities in New York include:
* street teams that will engage fans throughout the week leading up to the NBA All-Star Game;
* a Kumho-designed activation area that will be featured at the NBA FIT Court at NBA House presented by BBVA Compass located in Skylight at Moynihan Station in Manhattan Feb. 10-16; and
* the NBA Development League All-Star Game 2015 presented by Kumho that will be held on Sunday, Feb. 15 at the Barclays Center in Brooklyn.
“NBA All-Star in New York is going to be huge for our fans, and we are thrilled to work with Kumho to create activities that showcase the excitement of All-Star,” says Emilio Collins, NBA executive vice president, global marketing partnerships. “The subway is endemic to New York City, so the debut of these special All-Star-themed cars is the perfect way to celebrate the fact that NBA All-Star is only a few weeks away.”
The 64th NBA All-Star Game, which will take place Sunday, Feb. 15 at Madison Square Garden, will reach fans in 215 countries and territories in 47 languages. TNT will televise the All-Star Game.
Kumho and the National Basketball Association signed a multiyear marketing partnership that made Kumho the official tire of the NBA and NBA Development League (NBA D-League) in the United States and South Korea in early 2014.
Headquartered in Rancho Cucamonga, Calif., Kumho Tire USA is the U.S. sales, marketing, product development and distribution arm of Kumho Tire Co. Inc. For more information on Kumho and its products, visit www.KumhoTireUSA.com.
