FINDLAY, OHIO — The official tire of six NCAA conferences, Cooper Tire & Rubber is taking an experimental approach to building regional brand awareness through a series of pre-game and on-court interactive promotions at upcoming NCAA basketball games.

“We’re aiming to activate our corporate partnerships by pushing our involvement past simple signage, and enhancing our consumer’s sports experience,” said Pat Brown, vice president of advertising and communications at Cooper Tire.

More than 600,000 spectators at upcoming NCAA basketball games are expected to experience and view Cooper Tire-sponsored promotional activities. Now in its fourth year of collegiate sponsorships, Cooper Tire has developed a tour of interactive promotions, complete with half-time tricycle races and shooting challenges, which enhance regional appeal for local dealers, while building brand equity among masses of target consumers.

Less than a year ago, Cooper introduced the Zeon line of ultra-high performance tires, which included a new line of SUV and light truck products, as well as tires for the tuner market. Along with the new product developments, came an increasing need to market to a younger consumer. Cooper’s shift in focus toward collegiate sports fans has allowed the company to extend its evolving brand reach beyond its traditional buyer, while promoting its new products, said the company.

Additionally, by involving local dealers in the regional promotions, Cooper has been able to create loyal and influential brand advocates at the point of purchase.

“College sports sponsorships are very efficient and effective buys for Cooper Tire because we’re able to engage our local dealers, while targeting the younger demographic of new tire buyers and the brand-loyal older consumers,” Brown said.

Cooper will be on-hand for promotional events at the following games:

Big 12 – American Airlines Arena, Dallas, Texas, March 11-14: On-court tricycle race to win a set of Cooper Tires and tickets to the “big game” in San Antonio. T-shirts will be distributed.

Big East – Madison Square Garden, New York, NY, March 10-13: On-court tricycle race to win a set of Cooper Tires and tickets to the “big game” in San Antonio. T-shirts will be distributed.

Big Ten – Conseco Fieldhouse, Indianapolis, Ind., March 11-14: On-court tricycle race to win a set of Cooper Tires and tickets to the “big game” in San Antonio. T-shirts will be distributed.

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