Nexen Tire Road Trip:
How Far Have You Been?

Hitting the roads of California & Nevada with Nexen Tire.
8 Strangers. 4 Unstoppable Tires.

Nexen Tire’s got us.

Background
Nexen Tire took an a visionary marketing journey, aimed at captivating the hearts and minds of adventurous Korean American millennials to choose Nexen Tire as their choice. Nexen Tire wanted to demonstrate the paramount importance of superior tires in ensuring road safety and exhilarating travel experiences for the community.


Challenge
Our mission was to craft a captivating social media narrative that would resonate deeply with our target demographic. We sought out to spotlight Nexen Tire's unrivaled product reliability, to illuminate the pivotal role of high-quality tires in road travel, and to cultivate unwavering brand loyalty amongst the Korean market.

Solution
We brought this vision to life by creating a roadtrip social media campaign, where participants could spend time utilizing the product and creating user-generated content.

We advertised the all-inclusive trip to gather applicants to partake the journey with 7 other strangers. United by their love for camping, exploration, and the open road, we carefully selected the team to embark on a 3-day roadtrip across Los Angeles to Death Valley National Park. This journey would capture the life along the road with Nexen Tires, as well as the brand’s unwavering commitment to give back to the Korean American community.

Throughout the trip, we harnessed the power of storytelling, skillfully weaving the tale of Nexen Tire’s performance, as we drove through the rocky desert and the rain-filled highways. We continuously shared our journey through the desert and highways, captivating our Korean market audiences.

Results
The campaign drove to a successful finish - participants emerged as avid Nexen Tire advocates, championing the brand to their communities and garnering discussion on their social media channels.

Not only, but recruitment advertising efforts through various social & media channels had already created media buzz and following for those that did not make it to the participants list. This group followed the journey live, through social media, and continued to stay engaged post-campaign, and tapping through to Nexen Tire’s owned media channels. 

The attendees and viewers acquired a profound appreciation for the role of tires in their daily lives in regards to road safety, influencing both their perspectives regarding Nexen Tire and creating word-of-mouth for Nexen Tire in their own communities.

The trip sparked fervent conversations and user-generated content, encompassing over 300K social media impressions, reinforcing Nexen Tire’s position as the trusted choice for Korean and Korean American consumers.

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