Ken Block and Pirelli continue to make sweet music

Posted by: Daniel Wright on 6/12/2012

Category: News and Events

Rally and stunt driver Ken Block will be working wtih Pirelli through 2015.
AUSTIN, Texas (Nov. 29, 2012) — Pirelli Tire North America Inc. has extended its marketing and communications partnership with American rally driver Ken Block through 2015.

Mr. Block, chief brand officer of DC Shoes, was the driving force behind the Monster World Rally Team and will continue to represent Pirelli through promotions, special appearances, dealer activity, advertising and media outreach, Pirelli said, which he has done since 2010.

Mr. Block's renewed focus will be on digital consumer outreach designed to support Pirelli's premium brand strategy and further connect the Italian tire maker with the Millennial generation.

Pirelli said its plans to elevate its premium brand status further in the coming year, with Mr. Block's help, will include digital activities that will leverage the rally driver's popularity with online audiences. Pirelli said Mr. Block's "Gymkhana 5: Ultimate Urban Playground San Francisco" video attracted more than 5 million views in the first 24 hours after it was posted on YouTube.com, earning hime the title of "download king."

"Ken Block has been an integral part of our digital communications strategy since 2010," said Rafael Navarro, Pirelli's vice president of communications, media relations and motorsport.

"Ken is a wildly popular rally driver, and his series of Gymkhana videos have obtained a record amount of online activity that has directly supported Pirelli's goal of becoming the most recognized performance tire brand in North America. Ken's impact on the automotive enthusiast, gaming and lifestyle communities is proof positive that Pirelli is taking the right steps to achieve that goal."

The 2013 agreement was announced Nov. 17 during the inaugural U.S. Grand Prix Formula 1 race at the Circuit of the Americas near Austin.
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