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Falken has signed a cooperation agreement with DriveTribe, one of the world’s largest social media community platforms for auto aficionados. DriveTribe was founded by TV presenters Richard Hammond, Jeremy Clarkson and James May – formerly the faces of “Top Gear” and today fronting “The Grand Tour”. The trio of motorsports legends have amassed a huge fanbase of car and motorsports enthusiasts since the platform was founded in 2016, and today clock up over 35 million page impressions and almost 5 million users per month.
In the three-month partnership between Falken und DriveTribe, content is king; the main focus will be on content production. While Falken provides the motorsports and test platforms, British presenter, author and journalist Richard Hammond will produce a range of material for the DriveTribe channels.
The first two videos were shot in the Portuguese town of Portimao during tyre tests for the upcoming motorsports season. Richard Hammond was Falken’s guest, taking a look behind the scenes of a professional racing team and lending a hand himself wherever it was needed. Hammond was surprised to find that test drives consist of far more than just speeding around in circles; countless theoretical tests and data analyses have 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 a racing car – the Falken Porsche from recent seasons, to be precise, at the Portimao track. 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.
“This partnership will enable us to build outstanding connections between car drivers and motorsports fans”, explains Dennis Wilstermann, Supervisor Marketing at Falken Tyre Europe GmbH. “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.”
Videos can been seen on DriveTribe and Falken facbook chanels.