Hankook Tire America Corp. announced that it has won a 2016 B2 award from the Business Marketing Association (BMA) for its public relations and social media campaign to support its sponsorship of Formula Drift racing. Hankook Tire was recognized in the corporate communications category for its campaign, “Hankook Tire Upgrades with the Championship” program.
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Developed by Hankook Tire America Corp., in conjunction with its PR and social media agency Brodeur Partners, the campaign was designed to leverage the visibility of sponsorship to drive media, fan and consumer engagement. via social media and acquired.
Last season, Hankook won the tire making championship and the Hankook drivers swept the Formula Drift podium, finishing first, second and third of the season. The motorsport competition series involves professional drivers intentionally maneuvering their high powered cars through well executed and controlled side slides at high speed on a marked course.
The integrated campaign implemented by Hankook and Brodeur included driver interviews, experiential events, a multimedia series and social programs offering the chance to win Hankook Motorsport Prize packages to maximize engagement. brand and attract more brand advocates.
“Designed to differentiate the Hankook Tire brand and showcase the performance of our tires to motorsport fans and consumers, the truly integrated PR and social campaign has maximized our Formula Drift sponsorship throughout the season,” said Henry Kopacz, director of public relations and public relations for Hankook Tire America. social media. “As a result, we were not only able to amplify our sponsorship, but also increase brand awareness and transfer the excitement and energy of the drift track to our audience via social media and earned.”
For more than four decades, the BMA B2 Awards have regularly recognized the most effective marketing programs. Over 260 companies entered the 2016 competition, submitting nearly 700 entries in 82 B2 Award tactical categories.
“What makes the BMA B2 Awards prestigious and unique,” said Michael Palmer, CEO of BMA, “is that this award program recognizes corporate marketers who demonstrate excellence in their results, and not just great creativity. Entrants must demonstrate how they have moved the business forward in a meaningful and measurable way.