Michelin is getting into the content business through a new partnership with media agency MEC and AOL's Partner Studio.
The new digital hub
Car Connections hosts original videos, images, and articles to "help bring motoring to life," says the agency.
The campaign kicks off with a behind-the-scenes film
of the 2016 Le Mans 24 Hours, featuring Keanu Reeves and Gard Hollinger of Arch Motorcycle. Reeves and Hollinger will
document meeting with driver and Le Mans record race win holder Tom Kristensen, interviewing race commentator Bruno Vanderstick and touring the garage of quad-amputee and driver Fred
Running for six-months, Car Connections will live on MSN while also utilizing AOL’s global video distribution platform to reach enthusiasts across
thousands of relevant publishers in Michelin’s core target markets and drive traffic back to the hub.
The platform is available in the U.S., UK, France, and Germany.
MEC is Michelin's global media agency.
Michelin was looking for a way to engage the most passionate of car and motorcycle fans, says the agency. MEC came up with the strategy and MEC
Wavemaker, MEC’s specialist content offer, identified the media partner, working with Michelin and AOL to plan, create, distribute and measure the content.
“Engaging storytelling at a global scale will always be at the core of what we do and our work with Michelin, MEC and Car Connections helps demonstrate our ability to develop premium
content underpinned by data and insights that gives car enthusiasts access to information they can't get anywhere else,” stated Mary Gail
Pezzimenti, VP, content creation, Partner Studio by AOL.