Falken launches ‘Pass the Wheel’ social media campaign
The coronavirus pandemic has put many visits to dream destinations on hold, but Falken Tyres is using its social media feeds to provide some vicarious thrills. The Sumitomo tyre brand’s new ‘Pass the Wheel’ campaign comprises three beautifully shot videos to provide a virtual road trip along some of Europe’s most beautiful roads and passes. The videos show the drive from Zell am See in Austria, across Switzerland, Italy and France, and into Monaco. The campaign trailer has already clocked up 1.7 million views on Falken’s YouTube Channel.
The campaign features Falken Motorsports driver Peter Dumbreck and Flat6High5 blogger and automotive influencer Moritz Leidel driving a 1965 Porsche 911 equipped with Falken’s tyre test acclaimed Ziex ZE310 Ecorun tyres. The duo are tasked to complete as many mountain passes as possible, taking photos as evidence with a copy of the day’s newspaper at the top of each pass.
The results are three ten-minute films showing the two drivers taking the different road challenges. Viewers can take in the spectacular European landscape through which the Porsche travels as well as the duo’s entertaining conversations.
Since the Pass the Wheel trailer was released on 15 July 2020 it has gained 1.7 million views on the Falken YouTube Channel, with the first episode having been seen almost 200,000 times. The second episode went live today, on Thursday 30 July, with the third and final episode to be aired on Thursday 6 August. Updates are also being shared across Instagram, Facebook and Twitter.
“Above all else, we have put the pleasure of driving, which is dependent on having the right tyres, centre stage. Falken has tyres that are ideal for both new cars and classic cars,” said Evropi Dionysiadou, responsible for social media at Falken Tyre Europe GmbH. “At the same time, the broadcasting of the episodes is part of our contribution to #flattenthecurve, and we are hoping to make staying at home more enjoyable for our fans in these tough times.”