In addition to marketing its new Energy Saver A/S tire through traditional advertising channels, Michelin is embracing digital and social media to communicate its promotional message.
The company is launching a Facebook application entitled “Michelin Life Balance,” which “allows us to digitally interact with consumers by providing them an opportunity to express who they are,” explains Jennifer Smith, digital communications manager at Michelin North America.
Through July 4, the tire maker is awarding a $5 Starbucks gift card to 50 winners each day who participate in the program.
The Facebook application engages users by asking them to formulate their life balance by selecting from dozens of listed everyday life experiences – ranging from “having more dogs than people in the car” to “spending time with the kids.”
Once the experiences are chosen, users complete the equation, post it, share it and “let the world know they stay in balance,” Smith says.
For more information, visit www.michelinman.com/energy-saver-as-tire/save.
