Michelin Geocaching Contest Gets Customers To Share Creative Photos Of Trackable Tire Gauges

#Miche­lin­Quest high­lights pho­tos users share on Face­book, Twit­ter, and Insta­gram of Miche­lin Man track­ables.

Pat Hong By Pat Hong from Linkdex. Join the discussion » 0 comments

For some com­pa­nies, hav­ing strong brand aware­ness and rep­u­ta­tion are absolute­ly fun­da­men­tal for busi­ness. Brand is the vehi­cle that allows con­sumers to dis­tin­guish prod­ucts from that of their com­peti­tors, and enables them to gain a sense of loy­al­ty. For these brands, it means cre­at­ing a brand iden­ti­ty, and rein­forc­ing that idea in the minds of con­sumers.

In the tire indus­try, where often peo­ples’ choice of prod­uct is a clear point of pref­er­ence, it’s impor­tant for com­pa­nies to cre­ate a brand iden­ti­ty and con­sis­tent­ly rein­force their brand.

Miche­lin’s lat­est mar­ket­ing cam­paign is both a cel­e­bra­tion of the brand’s 125 year his­to­ry, and a great exam­ple of a brand build­ing their equi­ty via inte­grat­ed dig­i­tal mar­ket­ing and con­sumer engage­ment.

#MichelinQuest: A Quest For Adventure

Every­one knows the Miche­lin Man. Not every­one will know him by his name — it’s Biben­dum after the Latin ‘to drink’ — but mil­lions of peo­ple around the globe are famil­iar with his icon­ic image.

Miche­lin’s 125th anniver­sary has seen the brand launch a mar­ket­ing cam­paign that com­bines geo­caching, social media, and user-dri­ven engage­ment and con­tent, as a means of rein­forc­ing the brand’s posi­tion as one of the fore­most tire and rub­ber man­u­fac­tur­ers around the world.

The brand have cre­at­ed a dig­i­tal trea­sure hunt, hid­ing 2,000 Miche­lin Man tire gauges and encour­ag­ing would-be trea­sure hunters to find, pho­to­graph, and share their encoun­ters on social media. The most liked pho­tographs would then put suc­cess­ful trea­sure hunters in run­ning for a envi­able trip to expe­ri­ence Miche­lin-starred din­ing in New York, San Fran­cis­co, or Chica­go, or try their hand at For­mu­la E rac­ing in Mia­mi or Los Ange­les.

To par­tic­i­pate, users are asked to  sign up for a free account on geocaching.com, nav­i­gate to their near­est Biben­dum hotspot, and once they’ve dis­cov­ered their con­cen­tri­cal­ly inclined friend, pho­to­graph him in as adven­tur­ous a light as pos­si­ble, and share the image on social media.

Users can then con­tin­ue the fun by giv­ing Biben­dum a new hid­ing place, geo­caching their posi­tion for fel­low geo­cachers to find.

In an inter­view with Digi­day, Jen­nifer Smith, Direc­tor of Brands for North Amer­i­ca at Miche­lin explained:

The his­to­ry of our com­pa­ny is such that we’ve always encour­aged pro­vid­ing a bet­ter way for­ward for peo­ple. [The Quest for Adven­ture cam­paign] seemed like a very nat­ur­al, fun and engag­ing way to rec­og­nize and cel­e­brate our her­itage around mobil­i­ty, around an activ­i­ty that is very pop­u­lar with­in a pas­sion­ate group of peo­ple.”


When you con­sid­er that Miche­lin is active­ly cel­e­brat­ing their “her­itage for mobil­i­ty,” it’s no coin­ci­dence that the cam­paign relies on con­sumers hav­ing the use of smart­phones. A notable aspect of the cam­paign is in how it ties togeth­er online/offline chan­nels, the out­doors, social media, and pho­tog­ra­phy, by using fea­tures that con­sumers have avail­able on their mobile devices.

It makes for a extreme­ly cre­ative mar­ket­ing cam­paign, and the response has been hot. Accord­ing to Miche­lin, they received near­ly 6,000 requests from geo­cachers eager to vol­un­teer to hide their tire gauges across the U.S., despite only have 2,000 avail­able.

Don’t be sur­prised to see bul­bous white mas­cots on your feeds in the next few weeks.

Let us know your thoughts on Miche­lin’s Quest for Adven­ture cam­paign. Do you have any oth­er exam­ples of inno­v­a­tive uses of tech­nol­o­gy to fuel user engage­ment?

Pat Hong

Written by Pat Hong

Editor at Linkdex/Inked, Linkdex

Pat covers the SEO industry, digital marketing trends, and anything and everything around Linkdex. He also authors Linkdex's data analysis and reports, analysing the state of search in various industries.

Inked is published by Linkdex, the SEO platform of choice for professional marketers.

Discover why brands and agencies choose Linkdex

  • Get started fast with easy onboarding & training
  • Import and connect data from other platforms
  • Scale with your business, websites and markets
  • Up-skill teams with training & accreditation
  • Build workflows with tasks, reporting and alerts

Get a free induction and experience of Linkdex.

Just fill out this form, and one of our team members will get in touch to arrange your own, personalized demo.