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

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Business Development Institute
Business Development Institute

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

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Michelin Man Saves the Day: No Cape Required Lynn Mann Director of External Communications Michelin North America
The Michelin Man is always cool… Man about town circa 1898
The Michelin Man is always cool… Superhero saves the day circa 2009
What’s Old is New Again
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
The Right Tire Changes Everything Integrated and Holistic Effort TV Print Digital Facebook YouTube Twitter LANDING PAGE & RETAIL Complete Strategic Communication Greater Pillar Detail
The Right Tire Changes Everything Integrated and Holistic Media Arts Campaign Print
Billboards in Select Cities
The Right Tire Changes Everything Integrated and Holistic Media Arts Campaign Twitter Facebook YouTube
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
MICHELIN Guides Michelin Guide Inspectors: One Byte at a Time
Questions? Twitter Twitter.com/MichelinManUSA Twitter.com/LynnMann Facebook Facebook.com/MichelinMan YouTube YouTube.com/MichelinMan

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

  • 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
  • 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