Rosetta plans email campaign for Pirelli

Rosetta will launch an email marketing program for Pirelli Tire North America later this month.

The effort will promote the Pirelli GP Challenge online fantasy game, in which consumers can earn points based on Formula 1 Grand Prix races. Pirelli will initially send messages to consumers who opted in to receive emails from Pirelli via an iPad-based lead generation campaign Rosetta developed for the company last year.

“We are the tire supplier for Formula 1 throughout the world, and it's an opportunity to activate that further,” said Gravalos. “Tied to that, we're doing a promotion for the Pirelli GP challenge, think of it as fantasy F-1 online.”

The tire company also said April 5 that it has renewed its interactive AOR relationship with the agency, which includes search and display advertising services as well.

There was no RFP process, said Tom Gravalos, VP of marketing at Pirelli, which named Rosetta its interactive AOR in March 2010. Rosetta is Pirelli's only AOR in North America; its global AOR is Young & Rubicam, said Gravalos.