Cannes Lions

MICHELIN RACING TYRES

MODEM MEDIA, Boston / MICHELIN / 2005

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Overview

Description

To engage the average tyre consumer and diehard racing fan, this microsite showcases the top challenges, or 'hot spots', of America's race tracks. The "Legends of the Track" content was derived from numerous interviews with drivers, crew chiefs and tyre engineers on their own personal experiences with a given hot spot. The goal is to show consumers how racing is relevant to the tyres on their own cars, and highlight Michelin's extensive racing heritage and success. The rich content is modular and easy to update, allowing new 'legends' to be added as the race season progresses.

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