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BDI 1/13/10 Social Integration Conference - Michelin Case Study
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Case Study: Michelin Man Saves the Day: No Cape Required

Case Study: Michelin Man Saves the Day: No Cape Required

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BDI 1/13/10 Social Integration Conference - Michelin Case Study Presentation Transcript

  • 1. Michelin Man Saves the Day: No Cape Required Lynn Mann Director of External Communications Michelin North America
  • 2. The Michelin Man is always cool… Man about town circa 1898
  • 3. The Michelin Man is always cool… Superhero saves the day circa 2009
  • 4. What’s Old is New Again
  • 5. First Global Ad Campaign Because the Right Tire Changes Everything ► The idea is to unleash all the power of the Michelin Man He literally brings out the solution to the problem, directly taking the right tires from his own body
  • 6. The Right Tire Changes Everything Integrated and Holistic Effort TV Print Digital Facebook YouTube Twitter LANDING PAGE & RETAIL Complete Strategic Communication Greater Pillar Detail
  • 7. The Right Tire Changes Everything Integrated and Holistic Media Arts Campaign Print
  • 8. Billboards in Select Cities
  • 9. The Right Tire Changes Everything Integrated and Holistic Media Arts Campaign Twitter Facebook YouTube
  • 10. Ad Campaign Launch Media Results ► Garnered fantastic coverage to date: – 436 media clips (USA - 90%, CANADA - 10%) – $2.1 million in Ad Equivalency – 15.1 million in estimated audience reach ► Social media dialogue includes more than 1800 blogs in first 60 days ► 52,000 views on YouTube & ratings of 5/5 stars (Safest Road) 4/5 stars (Gas Pump) ► 3,000 active Fans on Facebook in first 60 days
  • 11. MICHELIN Guides Michelin Guide Inspectors: One Byte at a Time
  • 12. Questions? Twitter Twitter.com/MichelinManUSA Twitter.com/LynnMann Facebook Facebook.com/MichelinMan YouTube YouTube.com/MichelinMan