By Denna Bowman
Michelin is turning to Facebook as part of a “very aggressive” approach to marketing its new generation of green tyres.
The French tyres manufacturer has announced the move as part of its advertising campaign to launch the new Energy Save A/S passenger car tyre range.
Michelin stated: “In an effort to target a very unique consumer with distinctive driving habits and lifestyle choices, Michelin is taking a very aggressive digital and social media approach to marketing the Michelin Energy Saver A/S tyre, in addition to traditional marketing.”
To coincide with an aggressive digital and social media communications approach, Michelin will launch its first Facebook application: Michelin Life Balance.
Jennifer Smith, digital communications manager for Michelin North America, added: “Michelin Life Balance allows us to digitally interact with consumers by providing them an opportunity to express who they are.”
The Facebook application engages users by asking them to formulate their life balance by selecting from dozens of everyday life experiences (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.