Kumho Tire expands Netflix collaboration with 'Single's Inferno' campaign

Kumho Tire is launching a safety campaign built around Netflix's reality show "Single's Inferno," moving away from conventional product-focused advertising to reach younger consumers through popular content and its own brand characters.

The company announced Monday that it will hold interactive events on its official Instagram account to mark the release of the "Single's Inferno" edition of "Kumho Tire Net!Guide," its ongoing road-safety campaign with Netflix.

The events will run in two rounds: the first from Monday through Sept. 17, and the second from Sept. 21 through Sept. 29. Participants can enter by checking the road-safety topic posted on Kumho Tire's official Instagram account and leaving a comment.

Fifty winners will be selected per round, for a total of 100. First-round winners will receive co-branded merchandise including a transparent beach bag, a zipper pouch, and a keycap keyring featuring Kumho Tire's mascot characters "Ttoro" and "Roro." Second-round prizes include a transparent beach bag, a character passport case and a luggage name tag.

Consumer feedback shaped the prize lineup. Before the events, Kumho Tire surveyed followers on its official Instagram account about preferred products and used the results to finalize the merchandise for each round.

This is not the first time Kumho Tire and Netflix have worked together. The two companies formed a brand partnership in March and have been running the three-phase annual "Kumho Tire Net!Guide" campaign.

Having earlier used Netflix's flagship series "Squid Game" for the campaign's first phase, Kumho Tire has now expanded the collaboration to "Single's Inferno." The approach uses Netflix's intellectual property for brand marketing to connect with younger consumers — an audience that tire companies have traditionally found difficult to reach.

"We wanted to deliver the value of safety in an easy and engaging way by combining Netflix's popular content with Kumho Tire's signature characters," said Yoon Min-seok, executive director of Kumho Tire's global marketing division. "We will continue to roll out promotions that customers can participate in and relate to, helping to spread a culture of everyday safety."

Separately, Kumho Tire is running a gift promotion through Sept. 26 for customers who purchase premium products. Buyers of two or more tires from the Crugen GT Pro, Majesty X Solus or Majesty Solus EDGE lines can receive up to 60,000 won ($44) in mobile gift certificates, depending on the purchase conditions.