MEDIA: Web Application
Impact partnered with the Arras Group to develop a geo-targeted brand and sales promotion microsite for Kumho Tires. The site was designed to support the release of the new Kumho ECSTA LX Platinum tire - an ultra high performance tire created for luxury vehicles. When a potential tire customer in one of seven regions searches for "tire" on Google, they are presented with one of three market-specific tire ads. Upon selecting one of these ads, the site visitor is directed to a customized micro-site for his or her geo-selected tire market.
Each of the seven variations of the site has standard, universal features along with several dynamic elements specific to each region, including a dealer coupon offer, that are pulled from a database developed by Impact. Elements include a listing of each participating retailer in each market where the Kumho ECSTA LX Platinum tire can be purchased. In addition, the site offers a brief, animated video about the new tire offering. Site visitors could also access these websites directly by logging on to luxurytire.com and selecting their geographic region.
The seven regions selected for the program include Pittsburgh, Los Angeles, New York/New Jersey, Atlanta, Cincinnati, Portland, and Tulsa. The program has been such a success that Kumho is currently looking into adding several additional regions.
The campaign ran for four months and delivered 120% above its target site traffic and Cost Per Action Goals. On average more than 70 percent of the visitors to the front page of each market specific site, visited the dealer-coupon page.
