Dunlop Podcasts 'Cast' Exciting Auto Enthusiast Content

AKRON, Ohio, May 16, 2006 -- Attractive ads are still running in automotive magazines, but Dunlop Tires increasingly is spreading its message via a niche emerging media, the innovative podcast.

Janice Consolacion, brand planning manager for Dunlop Tires in North America, says, "Podcasts are delivering a powerful punch. We're one of the first out of the gate to take advantage of this new technology, and the rich content of our 'casts is available for automotive enthusiasts searching for cool audio and video."

Consolacion said, "Print ads raise awareness for Dunlop events like Drivers Cup, but it's our podcasts that provide a real feel for the excitement of the competition. Podcasting also is attracting increased traffic to our Web site and giving enthusiasts a reason to return often."

Dunlop's free podcasts -- available on Apple's iTunes site, podcastalley.com and Yahoo! Podcasts - deliver information about the new Signature broad market tire, the sport of drifting, a "25 Top Drivers" two-DVD collectors set available from MotorWeek TV as well as upcoming retail promotions.

In addition, a podcast series features Dunlop Drivers Cup's World Finals, recently held in southern California, "and allows everyone to follow the U.S. teams throughout the seven-day competition," she said.

"Podcasts are a growing avenue to reach customers. The tire brand can use the technology for customer testimonials and sales training to help its sales force understand automotive enthusiasts and their motivations," she added.

According to industry statistics, podcasting has been on a tear since 2005. In just a year, the number of 'casters has doubled to 10 million. Forecasters say 25 million will be downloading music and content by 2008.

"Enthusiasts are naturally drawn to the latest technologies in automotive, electronics, communication and tires, so it's only natural that Dunlop would build a library of information and entertainment to help them make informed choices. It's another way for us to build relationships with our target audience, the 'in-the-know' driver," she said.

The brand planning manager said she believes podcasting will help grow participation in Drivers Cup, a unique international competition for drivers who "love to maneuver on the rocks, in the sand and especially, on the track." Signup for 12 consumer slots is underway now; deadline for applying is July 15.

"On the Web site, a photo is worth a thousand words. On an audio/video podcast, the message is worth a million words," Consolacion said.

About 11 percent of U.S. consumers own an iPod or MP3 player, and the number of pods is growing. One advantage is portability. Consumers aren't tied to their computers to get Dunlop messages. They can take it with them, she said.

For more on Dunlop podcasting, go to http://www.dunloptires.com/podcasts.

Dunlop is a global tire brand with an excellent reputation among performance car enthusiasts. Well known for its prestigious original- equipment fitments and sports car racing heritage, Dunlop is also a key supplier to sport compact enthusiasts featuring "tuner" tire sizes and race series sponsorships.