Nitto Ad Tags Bring Consumers Closer - Tire Review Magazine

Nitto Ad Tags Bring Consumers Closer

Nitto Tire USA has issued a new mobile-device-focused advertising campaign that integrates Microsoft’s "tagging" technology.

The tags, which can be displayed on anything from printed materials to computer screens, allow users to access Nitto information by first taking a picture of the tag with their smartphones and then viewing the content directly on these mobile devices.

Nitto launched the technology in select consumer magazines this spring and is the first tire manufacturer to use Microsoft’s technology. Nitto said it will expand its use of the tags throughout 2010.

“We were looking for a way to engage with our consumers in our print ads,” said Nitto’s Harry Kong. “The ad tags allow us to give in-depth product information without being limited by a single ad page. By linking to additional Web content we are able to engage our consumers.”

Nitto’s inaugural campaign featured a comparison between two of its street performance tires, the NT555 and NT05. Users seeking additional information were encouraged to download the free Microsoft software and scan the customized tag to watch a third-party video testimonial on the products. 
 
In addition to providing content, Microsoft’s software includes daily metrics showing the number of scans each tag received.

“We are seeing a much higher activation rate on our tags compared to past campaigns that used URLs or phone numbers,” said Nitto’s Stephen Leu, who spearheaded the project. “We think this will only increase as the tagging technology reaches a broader market and more consumers buy smartphones and download the software.”
 
Nitto plans to launch several additional ad campaigns that include similar integrated tags. Content for these campaigns range from motorsport and driving videos to product positioning and explanation videos.

For more information on Microsoft tagging, visit www.Microsoft.com/Tag.

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