Nitto tire dealers smell success with football air freshener promotion

Jan. 1, 2020
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
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.

For more information, visit www.nittotire.com and www.masik.com.

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