FINDLAY, OH: Cooper Tire and Rubber, which launched a new logo in November, is aiming to pitch its Zeon line of performance tires to a younger consumer with a grassroots blitz this year with its Cooper Tires mobile tour.
The effort, handled by Cooper's PR agency, Columbus, OH-based Fahlgren Mortine, will bring a Cooper Tire exhibition to events like Funkmaster Flex Custom Car & Bike Shows, Extreme Autofest, and Hot Import Nights.
Cooper will also have a presence at seven drifting events. Drifting is a youth-oriented cross between racing and auto ballet in which cars drive a course in continuous fishtail.
Cooper will also be at two DUB Custom Auto Show and Concert Tour events and the NOPI Nationals Motorsports Supershow.
"We were encouraged by the overwhelming response the mobile tour received from the tuner market last year," said Christopher Pantani, Cooper's director of ultra-high performance marketing and business development, in a statement. "So we added some elements and expanded the schedule this year in an effort to further that positive brand interaction."
The interactive tour will feature XBox gaming systems, interactive racing simulators, and flat-panel television displays. The tour will host gaming competitions to match scores of drivers from around the country.