Case Study: Hankook Tire x Ricmotech
Engaging Audiences at Electrify Expo
Hankook Tire
Nashville, TN
Electrify Expo is a multi-city event focused on the future of electric-powered mobility, drawing in thousands of visitors eager to explore cutting-edge EV technology. As the official technical partner of Formula E, Hankook Tire sponsored the EV Demo District at the expo but faced a unique challenge: engaging visitors without having vehicles available for test drives.
The Challenge – Hankook needed a powerful way to connect with attendees and demonstrate the excitement of high-performance EV tire technology, while emphasizing their critical role in the Formula E racing circuit.
The Solution – To bring Hankook’s message to life, Ricmotech provided an immersive experience through high-performance racing simulators. These simulators allowed attendees to step into the driver’s seat of a Formula E race car and experience the thrill of high-speed, all-electric racing. Set on an easy-to-navigate test track, the simulators gave participants an authentic feel for the power and agility of Formula E vehicles, enhanced by Hankook’s cutting-edge EV-specific tire technology.
The Experience – Each day, participants registered to compete for the fastest lap times, with Hankook offering $600 in gift cards as daily prizes to top drivers. Ricmotech staff served as booth MCs, energizing the crowd and amplifying Hankook’s brand message around innovation and EV performance. With enthusiastic commentary and audience interaction, Ricmotech’s team helped create a vibrant atmosphere that kept visitors engaged.
Results – The simulators generated unparalleled interest at the Hankook booth, drawing in more visitors than any other manufacturer offering real vehicle test drives. The activation not only showcased Hankook’s vital role in Formula E but also positioned them as a leader in EV tire technology. The successful event highlighted the impact of immersive, interactive experiences in creating memorable brand connections.
