Kicking off a regional season-long campaign to promote its Terra
Grappler tire line among college students, Nitto gave away
17,000 auto air fresheners to fans in the stands at the Oct. 9
football game in Gainesville between the University of Florida
Gators and Louisiana State University's Tigers.
LSU came away with a 33-29 victory in a down-to-the-wire finish
before a crowd of 90,721, the fourth-best attendance in school
history. The defeat was coach Urban Meyer's first home loss
since Ole Miss beat the Gators in 2008.
Nitto's air freshener program will continue to make gains at
other Southeastern Conference schools with home-game giveaways
at Alabama, Auburn, Florida, Georgia, LSU and Tennessee, plus
Florida State University of the Atlantic Coast
Conference.
The tire maker "has a history of taking innovative steps to
create strong connections with customers – creating brand
enthusiasts who remain loyal to Nitto over many years. With this
campaign, the company is actively expanding its reach throughout
the college market," reports marketing and event coordinator Tim
Coltey.
"Smell is the sense most closely tied to memory and emotion, and
college creates some of the memories we hold most dear
throughout our lives," Coltey observes. "We wanted a unique way
to connect with college students by tapping into the passion
they feel for their teams and tying it to the enthusiasm they
have for their cars – with something tangible that they'll see
every day."
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Custom-made by Masik Collegiate Fragrances, the 2010 Limited
Edition Air Fresheners are designed "to capture the spirit and
the signature scent" of the respective universities.
The Gators were represented by a scent offering "effervescent
top notes of Sparkling Ozone, Sun-kissed Mandarin and a chilly
Iced Mineral Accord. Mediterranean Lavender intertwined with a
Sea Moss Accord and Shaved Nutmeg comprise the heart, while a
Cool Pacific Accord, Deep Amber and Sensual Musk round out the
base, creating a fragrance that exemplifies the vibrant tenacity
of the Gators," says Coltey.
Nitto is also is encouraging SEC and ACC fans to log onto
www.fueledbyspirit.com for sharing their fondest football
memories and showing off their school spirit by uploading
pictures and videos to special Facebook pages.
