A great philosophical question arose at the Specialty Equipment Market Association (SEMA) Show: How far would you go to promote a new tire...and receive a free set of them?
One needn't have ventured much beyond Goodyear's Dunlop tire booth to find the answer. Some drivers were waiting for a turn in the chair-the barber's chair-to get a radical hair styling and facial paint modeled after the design of Dunlop's new Direzza DZ101 tire aimed at the tuner market. Any SEMA Show attendee willing to sit for a 90-minute session walked away with a distinctive coif and a free set of Dunlop tires of their choice. It was the second year in a row for Dunlop's ``Treadhead'' promotion.
Nick Davies (above), a University of Nevada Las Vegas student, jumped at the chance to snag some free hoops. But first he called his mom from the show to tell her what he was planning to do.
Don't worry, Ma. Isn't ``shock and awe'' just part of the ``normal'' college experience?