Volume Nine’s interactive car costume contest drove a 134% increase in Tire Kingdom social engagements and 293% for NTB, plus over 10.7K contest entries!
Volume Nine’s interactive car costume contest drove a 134% increase in Tire Kingdom social engagements and 293% for NTB, plus over 10.7K contest entries!
TBC Retail Group®, including NTB® and Tire Kingdom® stores, provides comprehensive car care with over 600 locations in 26 states. Offering a wide range of tires, guaranteed low prices, and ASE-certified technicians, they ensure fast, reliable service for all vehicle needs, from routine maintenance to repairs.
Tire Kingdom, a tire sales and vehicle servicing company, faced the challenge of increasing awareness and engagement for Sumitomo tires sold in its stores. To reach car owners in its service areas and foster enthusiasm for a specific tire brand, the company required a creative and interactive strategy to capture attention and drive customer interaction.
Volume Nine launched a car costume contest in October, incorporating both entertainment and engagement. The campaign featured four creatively designed car costumes—Witch, Mummy, Vampire, and Princess—each with a name and unique backstory. To encourage participation, a free set of Sumitomo tires was offered to the contest winner. Customers entered the contest by voting for their favorite costume, with “Wander the Witch” ultimately taking the crown. The campaign’s approach combined fun, incentives, and strategic targeting to elevate Sumitomo tire visibility.