Tire manufacturer Kumho Tire USA has launched a free racing game to engage automotive enthusiasts and smartphone users who are potential customers.

With the launch of Kumho Tire Drive, Kumho Tire USA claims to be the first global tire manufacturer to develop and publish a multi-car racing game application for Apple?s iPhone 3GS, iPhone 4, iPod touch and iPad products. A version for Google's Android OS is also in the works.

?Kumho?s strategy is to increase brand awareness of the Kumho Tire name in a unique and fun way and keep the Kumho name top of mind with consumers,? said David Koh, marketing manager at Kumho Tire USA, Rancho Cucamonga, CA.

?Since most people only think about tires when they have to?about every three or four years?we wanted to reach consumers in an exciting, engaging manner in the game environment,? he said.

?We know there are passionate fans of games and more specifically driving games, and we want to connect with those consumers via Kumho Tire Drive.?

Branded mobile game as marketing tool
Developed by Retired Astronauts Collective, best known for creating interactive applications for the iPhone, Kumho Tire Drive lets the gamer become a Kumho-sponsored driver and race for points and worldwide recognition.

?We worked with RAC to create Kumho Tire Drive from start to finish,? Mr. Koh said. ?RAC?s team of highly capable producers, programmers and QA staff did a terrific job of creating this game to Kumho?s exact specifications.?

Throughout the multiple levels of the game, Kumho racers can earn points by successfully completing each track such as curvy city streets and a proving ground in Germany.

The garage feature lets racers use their accumulated points to upgrade from an entry-level import tuner to a classic muscle car to the limitless torque of a dream car where the gamers' racing skills will be put to the test.

The points can also be used to get the latest in vehicle modifications such as hood scoops and rear spoilers and also lets the racer choose custom paint and decals for their one-of-a-kind vehicle.

The "Tire Selector" option in the garage lets racers can choose the perfect Kumho tires to match the track surface and the weather conditions.

?The target is young males and females who enjoy playing new, fun apps on their Apple products,? Mr. Koh said. ?Kumho Tire Drive is unique in that it?s a completely free app, but it gives the user a very high-quality experience typical of apps that are for sale. 

?This target is also inclined to share their new finds with their friends via social networking, and we have created a Facebook page for Kumho Tire Drive for users to share their experiences and high scores,? he said.

The application is currently available in the App Store, and it will be available soon for all Android phones.

Kumho Tire Drive features the tire manufacturer?s broad range of ultra high performance, high performance and broadline tires.

As users progress in the game, they are allowed to customize their vehicle (import, muscle, exotic) and also upgrade their Kumho tires to match the road and weather conditions. 

Kumho branding can also be found on various signage integrated into the background of the game. 

?We will focus mainly on online tactics to promote Kumho Tire Drive,? Mr. Koh said. ?Gaming sites, gaming blogs and some general-interest Web sites will be utilized to promote the game.? 

Final Take
Dan Butcher, associate editor, Mobile Marketer

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