LAS VEGAS (Nov. 3, 2010) — Pirelli Tire North America Inc. representatives at the 2010 Specialty Equipment Marketing Association (SEMA) Show in Las Vegas are testing an electronic platform featuring a lead generation tool designed to help the tire maker build, store and organize contact information for new and potential customers.
The product, created by Rosetta Marketing Group L.L.C., Pirelli's interactive agency of record since April, allows the tire maker to use iPads to sign up customers for special offers, announcements and promotions from Pirelli and its partners.
“Rosetta's Mobile Development Team has delivered a premier touch technology tool that allows us to reach new customers and connect with them like never before,” said Tom Gravalos, vice president of marketing, motorsports and OE sales for Pirelli.
Rosetta, based in Princeton, N.J., said it is the largest independent interactive agency in the U.S.
“This project reflects Rosetta's focus on transforming marketing through the discovery of unique insights about our clients' best consumers' wants and needs and then translating those insights into more personally relevant experiences enabled by technology across all touch points and over time,” said Rosetta partner Paul Elliott, in a company press release.