Michelin Tyre Company South Africa’s Passion Experience received a bronze award in the best social media reach category at the New Generation Social and Digital Media Awards.
The Michelin Passion Experience is a global campaign that completely immerses Michelin customers, influencers and journalists into the diverse and far reaching Michelin brand experience. Through this campaign, the brand’s passion for motorsport, mobility, travel and gastronomy is presented through various experiential activities.
Speaking about the award, Marketing Director at Michelin Tyre Company South Africa, Shivani Pillay said, ‘We are extremeley proud to be recognised at the New Generational Social and Digital Media Awards for the excellence of the Michelin Passion Experience. It’s testament to the gravitas of the Michelin brand and the fantastic team behind the brand in South Africa.’
In South Africa, these activities started off at the Kyalami Grand Prix Circuit in Johannesburg, with local customers and influencers coming from the Middle East, India and South Africa. Guests were able to test a range of passenger supercars from Nissan, VW, Range Rover, Mercedes Benz and BMW, both with professional car racing drivers and on their own. At centre stage was Michelin’s Pilot Sport range of tyres and these were track tested in various environments and the experiences were shared across multiple social media platforms.
The event then went to Sun City Resort in Rustenburg for a gastronomic experience that included fine dining, an authentic South Africa shebeen lunch and an Afrikaans lunch experience. The guests did a Michelin Gastronomy Masterclass at the SA Culinary School in Johannesburg. The influencers also got to experience some of South Africa’s tourism offers with a game drive in Pilanesburg, a tour of the Cradle of Humankind, and a tour of the Culinan Mine. At each of these experiences, the guests were sharing their activities on social media, echoing the brand’s own curated content.
Pillay continued, ‘The event generated more than 38 million impressions on social media, overshooting targets by more than 300%. The overwhelmingly positive response from our customers, influencers and from the media was impressive and continues to sustain our brand communications.’
