Michelin - A Better Play Promotion
An integrated grass-roots campaign helps Michelin increase community involvement and sell some tires.
An integrated grass-roots campaign helps Michelin increase community involvement and sell some tires.
Michelin wanted its dealers to become more ingrained into their communities. And what better way than to show support for area high school football teams. Local schools could upload highlight clips to the A Better Play website and area fans voted on their favorites each week. Michelin supported the schools and locals supported Michelin. In addition to the online elements, Michelin offered posters, ads, banners and flyers for use in dealerships, school campuses and game programs. After a successful test of two markets, the program was picked up the following year for 12 markets nationwide.
