Falken teams up with DriveTribe

By John SwiftIndustry News12th April 2019

Three of the most famous faces in motoring will be exploring the technology behind tyres with a tie up between Falken and DriveTribe, one of the world’s largest automotive social media community platforms formed and now fronted by TV presenters Jeremy Clarkson, Richard Hammond and James May.

In the three-month partnership Falken will provide the motorsports and test platforms while Hammond will produce a range of material for the DriveTribe channels.

The first two videos were shot at the Portimao track in Portugal during tyre tests for the upcoming motorsports season. Richard took a look behind the scenes of a professional racing team and lent a hand himself when needed. He was surprised to find that test drives consist of much more than just speeding around in circles with countless theoretical tests and data analyses to be performed before a tyre can be developed for a specific type of track.

With his hallmark dry wit, the self-confessed Porsche fan recalls the first time he took the wheel of the Falken sponsored Porsche and the stunning footage will also include atmospheric scenes from the track and the testing procedures as well as insights into Falken’s history of involvement in motorsports.

Dennis Wilstermann, Supervisor Marketing at Falken Tyre Europe, said: “This partnership will enable us to build outstanding connections between car drivers and motorsports fans. By adopting this new approach to content creation, we can boost the attention we receive from our relevant target groups as a leading tyre brand.”

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