Hankook using ‘virtual influencer’ to support Formula E

Hankook Tire has teamed up ‘Mono Mars’, a virtual influencer inspired by Mars exploration rovers.

The ‘metaverse-based’ character has amassed over 115,000 followers online by sharing space and tech-oriented content with underlying social themes such as climate change and environmental pollution.

Now, Hankook says it will use this new partnership to reach out to motorsports fans as official partner of the ABB FIA Formula E World Championship during its ninth season.

Hankook plans to convey various social media content related to Formula E with Mono Mars and maintain active communication with motorsports fans for the duration of Season 9.

As part of the collaboration, Hankook says it will continue to share various Formula E-related content, such as interviews of popular participating drivers, ‘E-village’ experiences, and real-time race information to establish Hankook’s premium brand image through its EV racing tyre ‘iON’, which will be supplied exclusively to Formula E.

In addition, the partnership intends to feature content that showcases Hankook’s innovative technology.

Formula E Season 9 sponsored by Hankook Tire is set to begin this month with the Mexico E-Prix. It will include 16 rounds in major cities across 11 countries over the next seven months, with the London E-Prix serving as its last race in July.

A total of 22 drivers from 11 teams will compete for the season’s championship, with eight global electric vehicle brands, including Porsche, McLaren, Jaguar, Maserati, DS Automobiles, Nissan, NIO, and Mahindra & Mahindra, participating.