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Hankook Wins Marketing Award for Formula Drift Campaign

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Hankook Tire America Corp. has won a 2016 Business Marketing Association (BMA) B2 Award for its public relations and social media campaign to support its Formula Drift racing sponsorship.

Hankook was recognized in the corporate communications category for its campaign, “Hankook Tire kicks it into high gear with championship program.”

The campaign was developed by Hankook, along with its public relations and social media agency Brodeur Partners, to drive engagement with media, fans, and consumers through social and earned media.

Formula Drift is the premier drifting series in the United States. Last season, Hankook won the tire manufacturing championship, and Hankook drivers swept the championship podium finishing in first, second and third place for the season.

The campaign included driver interviews, experiential events, a multimedia series, and social programs offering the chance to win Hankook motorsports prize packages, optimize brand engagement, and attract more brand advocates.

“Designed to differentiate the Hankook Tire brand and showcase the performance of our tires among motorsports fans and consumers, the truly integrated PR and social campaign maximized our Formula Drift sponsorship throughout the season,” says Henry Kopacz, manager of public relations and social media for Hankook. “As a result, we were not only able to amplify our sponsorship, but also increase brand awareness and transfer the excitement and energy from the drift track to our audiences through both earned and social media.”

For over four decades, the BMA B2 Awards have honored the most effective marketing programs. More than 260 companies entered the 2016 competition, submitting close to 700 entries in 82 categories.

“What makes the BMA's B2 Awards prestigious and unique,” says Michael Palmer, general manager of BMA, “is that this award program recognizes business marketers who exhibit excellence in results, not just great creative. The entrants have to demonstrate how they have moved the business forward in a meaningful and measurable way.”

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