Michelin is running the #SafeOnMichelin campaign that focuses on the on-road safety of vehicles. The brand in its unique initiative has partnered with several Youtubers to highlight the benefits of using Michelin tyres which have a good grip, a better quality of raw materials as well a shorter breaking time. #SafeOnMichelin is successfully being conducted on both Twitter and YouTube.
Breaking Down the Details
The campaign has one contest and one candid review part. The contest seeks the viewers of popular YouTube videos such as those of Gagan Choudhary, JS Films, Jatt Prabhjot, MSK etc. The audience is asked to guess the names of different cities shown in the mystery box. The participants are asked to tweet or comment on the name of the correct city in the video using #SafeOnMichelin and follow #MichelinIndia’ Twitter for the results.
The second part of the campaign spreads awareness about the safety induced by using premium quality tyres like Michelin’s. Overall, the campaign has been able to pique the interest of Twitterati. The hashtag #SafeOnMichelin had been trending for multiple days
The YouTubers Speak
MONTY VLOGS explained the various types of tyres available at a Michelin store in detail. This included all types of vehicles including four-wheelers, the types of tyres were categorised and mentioned as per the thickness and type of vehicle i.e., XUV, SUV etc.
The highlight of Michelin tyres according to the dealer in the video is that they are made up of purely premium quality. The tyres also give additional safety to the car, an above-average lifespan (25% higher than ordinary tyres), offer lower rolling resistance and shorter stopping distance. He also clearly described how the cost/km for an ordinary tyre and Michelin tyre comes to the same. This means at the same cost/KM, Michelin offers safer rides.
Popular travel vlogger, Jatt Prabhjot unveiled the contest as a part of his vlog. He unveiled the mystery box and urged his followers to comment and grab exciting prizes. His video attracted over a million views forecasting a deeply interested audience. YouTube blogger MSK with 2.5M too included the mystery box puzzle in his video. To which he added a hint that he visits the place in his videos, often.
Both parts of the contest are amazing to draw the attention of consumers as well as boost their confidence in the product by getting unsolicited reviews from famous bloggers. The hashtag trended for various days on Twitter and reached over 10 million people on Facebook too.
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.
