Nitto Tire U.S.A. Inc., a leading developer of performance tires for enthusiasts, has announced a partnership with Cie Games to integrate the Nitto Tire brand in the leading and wildly popular automotive-based Facebook game Car Town. The yearlong multiple phase integrated partnership will extend to November 2012. The joint collaboration will offer Car Town players new in-game activities, virtual items, community contests and giveaways.

"We're very excited to partner with Car Town to bring our established brand of tires and vehicles to their audience," said Stephen Leu, Marketing Specialist. "This is a great opportunity for us to widen our customer base including enthusiasts and even casual gamers with less familiarity with the brand.  The exposure will help increase awareness and recognition of the Nitto brand and our offerings."

As part of the partnership, players can participate in Nitto-branded game missions featuring the company's new line of tires. The first mission will introduce the Nitto Motivo, an all-weather, ultra-high performance tire, recently unveiled at this year's SEMA show, to Car Town players and tie-in real-world benefits to related activities in-game.  Other Nitto branded virtual items that will be available in-game include posters, garage items and custom virtual vehicles modeled after Nitto sponsored race cars.  Additionally, Car Town will host various community contests to create Nitto custom-branded car wraps and/or garages.

"We are thrilled to be working with Nitto Tire," said Justin Choi, president and CEO of Cie Games.  "Their innovative approach to marketing and their emphasis on social and digital media align perfectly with Car Town's unique offerings.  Plus our game players will love to interact with such a respected enthusiast brand."

Gamers will also be able to partake in the Nitto Tire Car Town Virtual Giveaway, where they can simply visit and "Like" Nitto's Facebook page, to unlock various branded virtual items, first one being the Nitto Motorsports Big Rig for use in their Car Town garage.   For more information about the Nitto Tire Car Town Virtual Giveaway, visit:  www.facebook.com/NittoTire.

ABOUT NITTO TIRE

Nitto Tire (www.nittotire.com) develops performance tires for all uses, including racing, off-road and street. Using state-of-the-art manufacturing and testing facilities in both Japan and the United States, Nitto provides innovative and high-quality performance tires for the most demanding automotive enthusiasts. For more information about Nitto or its products, visit the company's web site or contact the company directly.  Nitto is a registered trademark of Nitto Tire U.S.A. Inc., located at 5665 Plaza Drive, Ste. 250, Cypress, CA 90630.

ABOUT CIE GAMES

Cie Games (www.ciegames.com) is a leading publisher and developer of social games. Its popular Car Town game on Facebook (www.facebook.com/cartown or www.cartown.com) has attracted more than 35 million players since its launch in 2010. Cie Games has developed licensing, advertising and marketing partnerships and integrations with more than 30 major companies and brands, including NASCAR, General Motors, Honda, Toyota, Ferrari, Universal Pictures, Regal Entertainment and others. Cie Games is located in Long Beach, Calif.