Hankook Tire America Corp. has been named a 2016 North America SABRE Awards finalist for its Formula Drift racing sponsorship public relations and social media campaign.

The tiremaker is one of five finalists in the SABRE Award’s “Sponsorship” category, which includes JetBlue, Microsoft, Benzac and Humana.

The “Hankook Tire Kicks it into High Gear with Championship Program” campaign was developed by Hankook and its public relations and social media agency Brodeur Partners. The campaign leveraged the sponsorship to drive engagement with media, fans and consumers through social and earned media, Hankook said.

The campaign also included driver interviews, experiential events, a multimedia series and social programs offering the chance to win Hankook motorsports prize packaging, to optimize brand engagement and attract more brand advocates, the tiremaker adds.

The SABRE Award winners will be announced on May 3 in New York.