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Dunlop Revives "Treadheads" With New Pattern
LAS VEGAS, Nov. 3, 2004 — For the second year in a row, Dunlop is featuring its "Treadhead" promotion at the Specialty Equipment Market Association (SEMA) automotive aftermarket show in Las Vegas. To call attention to the Direzza DZ101, Dunlop is offering special hair styling in the design of the new tire's tread pattern.
Dunlop "treadheads" are creating a buzz with new buzz cuts.
Even before Dunlop descended on the huge SEMA show in Las Vegas, the prospects were lining up for the latest tread design.
E-mails poured into Dunlop marketing to get a heads-up on SEMA plans. "Will the treadheads return? Where do I sign up?" were frequent questions.
Before the clippers had warmed up, more than 100 treadhead wannabes had let their wishes be known. Cleveland hairstylist Nadine Hassings would only have time to satisfy the scalps of 30-plus automotive enthusiasts.
Hassings admitted that she normally doesn't get much calling for tread designs from her normal customers. Dunlop treadheads are much different. To get the distinctive coif, they'll allow Hassings to spend 30 minutes practicing her artistry.
For those hundred canvas heads, Dunlop's new Direzza DZ101 was a "must have" - a chance to wear the latest tuner tread pattern for all to see. If that wasn't enough, the new Dunlop treadheads also had their faces spray painted with the Direzza pattern.
"The response was hair-raising," said Andy Traicoff, Dunlop's director of consumer marketing in North America. "The Dunlop brand is appealing to real driving enthusiasts. This is a fun way for them to express that enthusiasm."
One SEMA attendee - far down the waiting list - offered to have his entire body painted with the Direzza DZ101 pattern. Dunlop officials refused the offer.
Many ask why. Is it the chance to receive a free set of Dunlop tires? Or is it the free t-shirt? Or perhaps the chance to wear the latest Dunlop tread pattern?
Whatever the reason, it's cool - at least for a few weeks until the treads grow out.
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