Nitto seeks ‘influencers’ to strengthen social presence

Want to promote a tyre brand? Not too fussed about being paid for your efforts? Nitto Tire U.S.A. may have just what you’ve been looking for. The tyre maker has launched its ‘Ambassador’ programme, a scheme aimed at its “most loyal enthusiasts” and described as being “the latest extension of its dynamic community building efforts.”

Within the Ambassador programme, the said loyal enthusiasts have the opportunity to “become leaders and influencers within their peer groups.” To help them do so, membership in the programme provides access to Nitto and automotive material such as videos, articles, images and interviews. Ambassadors are encouraged to share this information through their personal social media channels, including Facebook and Twitter. Rewards points will be given out to active members and a leaderboard will track the most active Ambassadors. While only the five members with the highest point total will be awarded prizes in any given month, all members enter the draw to win a set of Nitto tyres at the end of the year. 

“Our social media team has built an amazing community around Nitto fans and enthusiasts,” said Nitto Tire U.S.A. president Tomoshige Mizutani. “As such, we are constantly looking for new ways to create opportunities for our fans to engage with us and benefit from their involvement with our brand.”

Nitto Tire U.S.A.’s Facebook fan base passed the 3 million mark earlier this year and the tyre maker claims to be the third most followed Japanese company, behind Nissan and Sony. “Because the online social landscape is always evolving and there is no way of controlling EdgeRank, Facebook’s algorithm responsible for brands’ share of voice and reach, we have to explore new ways to facilitate communication with our 3.2 million loyal fans,” Mizutani added. “Our Ambassador programme helps take back a measure of control and at the same time strengthens our social presence.”