The UK tyre trade magazine, “Tyres & Accessories", ranked FALKEN in eighth place among tyre manufacturers in its 2017 Social Media Ranking. The tyre producer earned its top-ten place thanks to strong Klout and Kred scores for its @FalkenTyreUK Twitter profile, which aims to bring engaging content to the UK market. Particular success has been seen around FALKEN's motorsports content and Red Bull Air Race involvement, as well as its cross-media “Masters of Excitement" campaign. Running across all FALKEN's European social media channels, the “Masters of Excitement" campaign showcased FALKEN's extended commitment to motorsports, with the drivers of the two FALKEN racing cars pitted against each other for a series of challenges in the run-up to the Nürburgring 24h-Race, the famous motorsports endurance event. Martin Ragginger, representing the FALKEN Porsche Team and Peter Dumbreck from the FALKEN BMW Team competed in four disciplines. The challenge was launched with a “boot camp" video in which the sportsmen were faced with a string of different obstacles designed to test their physical fitness. Four videos of the challenges were posted on FALKEN's social media channels in the period before the 24h-Race, helping to build excitement and tension ahead of the race. “We use specific content at global level in our social networks, while also paying close attention to maintaining local and regional links and engaging with these audiences. The success of the FALKEN UK channel is down to developing market-specific content while maintaining our global themes. For example, our Scottish racing driver, Peter Dumbreck, raced against a remote-controlled Porsche at Derby Velodrome. Also, our social media team recently addressed the issue of the British scrappage scheme, offering a scrappage scheme for toy cars. These topics were picked up by leading media including Top Gear and Autocar. These high-profile features turn the spotlight on the value of local content, and of course on our ability to respond rapidly to trends," explains Stephan Cimbal, Head of Marketing at Falken Tyre Europe, after the announcement of the ranking. “Tyres & Accessories" monitors, classifies and analyses social media performance on Twitter by leading tyre manufacturers on an annual basis. Its ranking is based on data provided by Klout and Kred social scoring websites that measure the influence of social media communicators. The analysis performed by “Tyres & Accessories" examined social media activities by 16 tyre manufacturers in the UK.