Pearl Media Stages ‘Pop-A-Shot’ Game for Kumho Tire

By Erik Oster 

Experiential agency Pearl Media is behind an activation in the Times Square subway station featuring Carmello Anthony and other players inviting commuters to play a game of “Pop-A-Shot” for Kumho Tire.

The “Pop-A-Shot” game, part of a larger campaign launched back in January on social media, features virtual versions of NBA players tossing a ball towards passers-by, which appears to shatter the screen in the process. When commuters then to step in for a game, they see that basketballs have been replaced by Kumho tires. It’s not the most groundbreaking effort, but it does seem pretty fun. And injecting a little fun into a stressful commute is not a bad way to get people to remember your brand.


“This experience is designed to take fans beyond their expectations with their favorite game,” said Josh Cohen, CEO, Pearl Media. “Bringing this type of excitement and action into one of the busiest NYC transit stations is a memorable way to drive awareness of Kumho.”