A marriage made in PR heaven for cars and mobiles

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A marriage made in PR heaven for cars and mobiles

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Companies from different industries are increasingly embarking on joint marketing strategies to lure more customers to their major products, with tie-ups more popular among electronics manufacturers, automakers and mobile carriers.

In one recent promotion, a car buyer can get hot new electronic products for free as well as complimentary access to mobile content. In another, the reverse is true: people who sign up for mobile carriers’ long-term evolution (LTE) services can get discounts on their car purchases.

Samsung Electronics, Hyundai Motor and KT signed a business deal on Thursday to introduce their new “Triple No. 1” promotion, which will run for three months. When customers buy Hyundai’s Veloster, i30, i40 or non-hybrid Sonata, they will get either KT’s Olleh Smart Home Pad - a modified version of Samsung’s Galaxy Tab 8.9 - or the latter’s Galaxy Note smartphone.

“This promotion is a good example of companies in different industries working together to induce a synergy effect,” said Park Eun-su, managing director of Samsung Electronics’ Korea B2B division. “We’ll cooperate with other companies in different industries, including education and medicine.

Now savvy customers can pick up free navigation systems for a more convenient driving experience and download thousands of free movies and songs from KT via Bluetooth connectivity if they take advantage of the promotions on offer.

More details of the companies’ promotions are available on their respective Web sites, as well as at Hyundai dealerships nationwide.

SK Telecom joined Kia Motors for its “Kia LTE Auto Pack” promotion, launched last week. Customers signing up for the mobile carrier’s LTE service will be eligible for 200,000-won ($176) discounts when they buy any Kia model, as well as 100,000 won worth of free car maintenance.

A membership bonus worth 50,000 won will also be added to the mobile user’s account, and as a further incentive, they will get an oil or gas voucher worth 2,000 won every month that can be used at SK gas stations. Free carwash vouchers will also be given out four times a year.

Car buyers who sign up for such an LTE package with SK Telecom at a Kia dealership can immediately enjoy all these benefits, the carrier said. It added that it will roll out discounts on its mobile devices for new Kia customers at the carmaker’s branches, but did not provide details.

“As cars and mobile phones are everyday items, a variety of services that can make people’s daily lives more convenient can be offered when companies from the two industries cooperate,” said an employee at SK Telecom.

LG U+, the nation’s third-largest mobile carrier, is cooperating with the Lotte Cinema chain to launch outlets at Gimpo Airport and its theater in Youngdeungpo District, central Seoul. Customers can make video calls, use games or try other services on an enhanced LTE network. If they like the service, they can sign up for it there and then, instead of having to relocate to one of the mobile carriers’ stores.

When applying for the LTE service at these brand shops, customers will also receive free movie tickets.

The two companies plan to open more brand shops at Lotte Cinemas across the nation and introduce a discounted movie fee for LG U+ users.

By Park Tae-hee [summerlee@joongang.co.kr]

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