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

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Business Development Institute

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

Business Technology

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

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

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

This report focuses on Michelin’s fleet solutions (MFS) activity and the way the company has dealt with the transition from product provider to service provider so far. It sums up some major strategic and business-environmental reasons for making services a core business, even though the results have not been as convincing as expected. It identifies the key elements of the company’s business model that should be strengthened and innovated upon for Michelin to build its service activity as a successful complement to tyre sales. Finally it details the impact of the suggestions on the cost structure and revenues streams, and the challenges associated with the proposed innovation.

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Facebook Marketing and its place in "Paid, Earned, and Owned Media"

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Facebook is still the largest social media platform in the world and it continues to reign with Millennials (ages 15-34). A recent study focusing on Millennials in the U.S. shows that 66% (92 million) are still using Facebook compared to only 29% for Twitter.* Join Justin Estrada, Media Planner at Hobsons on March 12 at 2pm EST, as he shares best practices on how to tap into this large market and target the right students using Facebook. Content will focus on students who aren’t currently familiar with your brand or are considering you on their short lists. What you’ll learn: - How paid, earned, and owned media translate to Facebook - Why paid media is a critical component - Branding and lead generation techniques - Targeting the right students

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