Michelin launched a campaign to increase brand awareness and customer loyalty by offering a sweepstakes where entrants could win tickets to the Daytona 500 and a free set of tires for their vehicle. The campaign utilized short video advertisements and social media interactions over the course of one year with a $20 million budget to promote Michelin tires and embed messages of safety and family.

1. Michelin Campaign
By: Aaron Ellison II

2. Where It Began…
 Founded in Clermont-Ferrand, France in 1889
 Manufactures rubber tires for a variety of cars and
trucks.

3. 3 Major Steps
 Increase brand awareness
 Sales and market share
 Customer brand loyalty

4. Michelin’s Goal
 Provide safe, high-performance tires for vehicle
owners of all ages and families.


5. Sweepstakes
 Win a free set of tires for their specific vehicle and 4
tickets to the Daytona 500.

6. Getting The Word Out
 Short (15 seconds), attention-grabbing video
advertisements
 Win tickets to the Daytona 500
 Free set of tires for their vehicle

7. Generating loyalty

8. How Long Does It Take?
 One year
 Increase social media following
 Enough time to gain fan base

9. Budget
 $20 million
 Social media interactions will determine success
 Website tracking

10. Conclusion
 Embed the meaning of driving safety and family fun
into the minds of people
 Thank you.