Japanese company Falken Tire stands for tires that put racing technology on the road. As a long-standing partner of racing series, such as In the 24h race at the Nürburgring, cross-channel storytelling was perfect for Falken. In addition to the PR we brought this passion into the social media and, among other things, the fans to get the Hawk tread profile styled into the main hair. We have built this Facebook presence from 0 to over 100,000 fans and the community management took place both digitally and often in person at live events. The adrenalin and the smell of burned rubber caught our camera team in the form of moving image content directly at the racetrack.