Partnering with AOL and MEC, Michelin launches Car Connections in France, Germany, the United Kingdom, and United States.
AOL and MEC have introduced a new content deal for tyre manufacturer, Michelin. Called Car Connections, the digital content hub will use original videos, inspiring images, and articles created by motoring icons and journalists to bring the world of cars and motorsport to enthusiasts.
As its opener, the first film goes backstage at the 2016 Le Mans 24 Hours with Keanu Reeves and Gard Hollinger of Arch Motorcycle. The team meets driver and record-holder, Tom Kristensen; talks with race commentator, Bruno Vanderstick; and head to the garage of the truly inspirational Fred Sausset.
“With Car Connections, we’re able to use the experience and access that Michelin has to behind-the-scenes at some of the world’s leading events to give motoring enthusiasts video content and insights they might not get anywhere else,” said Tom Hosking, Head of Partner Studio at AOL International.
MEC and the Partner Studio by AOL worked closely with Michelin to bring the new content hub to life. Running for six months, the campaign uses globally recognised talent along with bespoke content housed in a digital destination tailored to true motoring enthusiasts.
Car Connections will go live on MSN while utilising 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. Motoring fans will find content to fan the flame of their passion on the new Car Connections content hub.
“Being passionate about cars is not a rational process. It’s a visceral feeling. This is the idea behind Car Connections, which we launch as a result of a partnership with Michelin and AOL—our joined ability to bring together media, content, and talent,” Aurora David, European Account Director for MEC Global Solutions Paris.
Michelin was a winner at the 2014-2015 World Branding Awards under the Tyres (National) category.
Photo caption: Keanu Reeves and Gard Hollinger of Arch Motorcycle Company.