Pilot Experience Case Study: Password - Michelin
Instead of creating a traditional TVC to launch their newest high-performance tire, Michelin wanted to spread the word through an authentic driving experience shared through social media. Michelin invited 300 social media personalities from around the globe with one common thread - a passion for the automotive world. Influencers got to test the PS4S tires outfitted on supercars at private events throughout the Palm Springs desert. In addition to their self-captured content, each attendee received a custom-tailored, VICE-produced video of their entire experience, captured by a +100 production team on the ground at the event.