Innovative In-Store Retail Promotion Uses Mobile Game App to Introduce Truck, SUV, CUV Owners to Nitto CROSSTEK Tires

CYPRESS, CA--July 26, 2011: Nitto Tire U.S.A., Inc., a leading developer of tires for passenger cars and trucks, today announced the launch of an innovative in-store retail and social media campaign that uses a mobile game app to engage consumers in activities that create awareness of its new CROSSTEK tires for trucks, SUVs and CUVs, build brand loyalty and drive sales to participating retailers nationwide.

“We are always looking to make the most of the emerging technology to engage consumers”

Consumers can now download the free Nitto CROSSTEK/SCVNGR app for iPhone and Android mobile devices. Once enabled, players who “check in” at any Big O Tires store accumulate points to win a free Nitto Tire lanyard. Players who complete a range of interactive challenges earn more points that qualify them to register to win big prizes, including a Nitto branded Sony PlayStation 3 and the grand prize -- a set of KMC wheels and Nitto CROSSTEK tires to fit the winner’s vehicle. Players can earn extra points for sharing photos and other information via Facebook and other social media platforms.

“The Nitto CROSSTEK/SCVNGR mobile app promotion is the latest in a series of advanced marketing initiatives designed to reach consumers in new and exciting ways,” said Stephen Leu, marketing specialist at Nitto. “Our goal is to engage consumers in fun activities using the mobile technology and social media channels they use throughout their day -- including when they are shopping for tires. It’s a great way to familiarize consumers with the Nitto brand and the new line of CROSSTEK tires, plus it’s a terrific tool retailers can use to drive tire sales.”

Partnering with Nitto on this unique promotion is TBC Retail Group, the nation’s largest vertically integrated marketer of tires for the automotive replacement market. The initial rollout will encourage consumers to visit TBC Retail’s Big O Tires stores.

“We are always looking to make the most of the emerging technology to engage consumers,” said Bob Crostarosa, svp marketing, TBC Retail Group. “This promotion supports our current digital marketing efforts. It is a great venue that opens consumer dialog in fun and interactive ways. It is the future of marketing.”

The CROSSTEK is Nitto’s latest line of radial tires designed to fit a wide range of trucks, SUVs and CUVs. The Nitto CROSSTEK is available in three tread patterns: the CROSSTEK (designed for ½-ton trucks and SUVs); the CROSSTEK HD (for ¾ and 1-ton trucks); and the CROSSTEK CUV (for crossover vehicles and compact SUVs). All three patterns are available in popular sizes from 17- to 20-inch wheel diameters, sizes designed to fit newer vehicles that are equipped with larger wheel diameters from the factory.

About Nitto Tire
Nitto Tire (www.nittotire.com) develops performance tires for all uses, including racing, off-road and street. Using state-of-the-art manufacturing and testing facilities in both Japan and the United States, Nitto provides innovative and high-quality performance tires for the most demanding automotive enthusiasts.

About TBC Retail Group
Headquartered in Juno Beach, Florida, TBC Retail Group, Inc., a subsidiary of TBC Corporation, operates more than 775 tire and automotive service centers under the brands: Tire Kingdom, NTB - National Tire and Battery, and Merchant’s Tire and Auto Centers, along with over 400 franchised Big O Tires locations. The contingent of more than 1,200 stores has trained and certified ASE technicians who use state-of-the-art equipment to provide quality service on cars and trucks. The nationwide warranty provides peace of mind while it protects consumers and their investment in over 40 states. TBC Retail Group employs more than 300 associates at its Juno Beach, Fla. headquarters and approximately 10,000 associates nationally. To locate a store near you, call 800-NEW-TIRE. TBC Corporation, headquartered in Palm Beach Gardens, Florida, is one of the nation's largest marketers of automotive replacement tires through a multi-channel retail and wholesale strategy.