The Challenge
Hankook Tires needed to strengthen its U.S. presence and connect with American consumers in an authentic, memorable way—especially in Nashville, a city known for its culture and creativity.
Our Approach
We created an experience that put Hankook at the heart of the American road trip. Partnering with Nashville-based band Colony House, we sponsored a 6,231-mile, 48-day U.S. tour powered by Hankook tires.
To bring fans along for the journey, we built a dedicated microsite featuring an interactive tour map, real-time mileage tracker, curated playlist, exclusive giveaways, and weekly behind-the-scenes content. We amplified the campaign with geo-targeted social ads that reached fans at every tour stop.
The Results
- 79% engagement rate
- Significant growth in followers and online conversation
- Embedded Hankook in Nashville's music and cultural scene
- Strengthened brand association with adventure, freedom, and the open road
The Impact
This wasn't just a sponsorship, it was a journey that connected Hankook with American consumers in an authentic, meaningful way. Through creative partnership and immersive storytelling, we delivered standout engagement, stronger U.S. market visibility, and lasting brand connections.
