Pioneer Electronics Inc. today announced it will be the exclusive mobile electronics sponsor for Fine Tuned, a new car makeover television series on SPEED debuting on July 12. Show hosts, actor and car enthusiast, Tyson Beckford and import car designer, Lucky Jay, give well deserving individuals the chance to have their vehicles fine tuned and modified, with engine performance parts, custom wheels, paint job and a complete Pioneer in-car entertainment and navigation system.
"Our sponsorships usually consist of racing events that appeal to the masses but may not always efficiently reach our core demographics," said Larry Rougas, vice president of marketing and product planning for the mobile business group of Pioneer Electronics (USA) Inc. "With a show such as 'Fine Tuned' where the captive audience is die-hard car enthusiasts, Pioneer can really connect to those passionate viewers who also love in-car entertainment."
The sponsorship is an extension of Pioneer's "Best Seat in the House" marketing campaign that reaches out to its core 16-24 year old demographic. The show's premise of using only top-of-the-line products for its builds draws a parallel to Pioneer's mobile business objectives of offering the most innovative and highest quality in-car audio, video and navigation gear for consumers.
In addition to Pioneer's involvement with the Fine Tuned series where their products are seen during each build, the Pioneer Dome is also an element of the show. In its fifth episode, the unveiling of a "Fine Tuned" vehicle to the lucky and deserving individual will be filmed at the Pioneer Dome, at an event location.
The Pioneer Dome is a 50-foot dome-shaped structure where young event-goers can experience Pioneer's mobile audio products through 360 degrees of product imagery, video, music, demo vehicles and DJ performances.
Source: Pioneer
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