Michelin partners with YouTubers to create a sensational contest #SafeOnMichelin

The  #SafeOnMichelin campaign by Michelin is an approach by the French company to raise awareness of the quality and safety of its tyres. The campaign has taken Twitter by storm. Users are actively taking part in the campaigns. The company has launched two campaigns. One of them requires the users to guess the city by looking at puzzles sent to famous YouTubers by Michelin. 

The other part of the campaign includes honest and real-time perspectives of car dealers across the nation. The influencers in the campaign share their reviews on the tyres too.  Over 6100 users have already tweeted to participate in this contest.

Participation process

To participate in the campaign, fans need to comment on Youtube using the hashtag #SafeOnMichelin and #MichelinIndia with the correct city name. Alternatively, tweet on Twitter and follow the official account of Michelin India to win exciting prizes. The best part of this contest is that there is no limit on the number of entries per person. Hence feel free to guess as many times as you want.

Reception from the influencers

The brand joined hands with many popular automobile influencers. One of them was JS Films, an adventure vlogger with 3.04M subscribers who revealed the mystery box. The vlogger complemented the elegant looks of the box and shared his experience from his journeys.  He unboxed the box, asking for help from his viewers about the city puzzle.

One of the most-watched and followed travel vloggers, Jatt Prabhjot, with a massive 2.23M subscribers, too disclosed the contest to his followers. His video alone has 430,363 views that elucidate the reach of the  #SafeOnMichelin campaign.

Another popular vlogger MSK, with 1.55M, subscribers unveiled the puzzle in his video. He additionally adds in his video that his followers can share their travel stories related to the city from the puzzle.  He spoke on the Michelin legacy and encouraged his followers and viewers to participate in the contest to secure prizes. 

The craze around the contest seems worthwhile as the winners will be receiving big prizes from Michelin on winning. Michelin’s efforts to highlight the quality of tyres for improved safety seem to be performing. With over 71 million views, the #SafeOnMichelin campaign is effectively encouraging viewers to try out the brand’s tyres for a better on-road experience.

Abhishek Joshi, the head of digital marketing at Michelin, was recently also listed in 40 under 40 marketers and is the curator of a popular blog (Dog with Blog) aimed at finding homes for stray dogs.



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