Michelin brings the passion of motoring to life in new content hub
18 July, 2016
Partnering with AOL and MEC, Michelin launches Car Connections in France, Germany, UK and US
Today AOL and MEC, leading media agency, www.mecglobal.com, announce a new content deal for legendary tyre manufacturer Michelin. Called Car Connections, the digital content hub will use original videos, inspiring images and articles created by motoring icons and journalists to bring the world of cars and motorsport to enthusiasts.
As its opener, the first film in the series goes backstage at the 2016 Le Mans 24 Hours with Keanu Reeves and Gard Hollinger, of Arch Motorcycle. Here they meet legendary driver and Le Mans record race win holder Tom Kristensen, talk with race commentator Bruno Vanderstick and head to the garage of the truly inspirational Fred Sausset.
MEC and the Partner Studio by AOL team worked closely with Michelin to bring the new content hub to life. Running for six months, the campaign uses globally recognised talent along with bespoke content housed in a digital destination tailored to true motoring enthusiasts. Car Connections will live on MSN while also utilising AOL’s global video distribution platform to reach enthusiasts across thousands of relevant publishers in Michelin’s core target markets and drive traffic back to the hub.
Tom Hosking, Head of Partner Studio, AOL International commented: “With Car Connections, we’re able to use the experience and access that Michelin has to behind-the-scenes at some of the world’s leading events to give motoring enthusiasts video content and insights they might not get anywhere else.”
Aurora David, European Account Director, MEC Global Solutions Paris, added: “Being passionate about cars is not a rational process. It’s a visceral feeling. It’s limitless and highly contagious. This is the idea behind Car Connections which we now proudly launches as a result of a partnership with Michelin and AOL, and our joined ability to bring together media, content and talent.”
Whether it be supercars, technology and design, prestigious or 'classic cars', motor racing or motorcycling, every person that loves the sights, sounds and smells of everything motoring will find content to fan the flame of their passion on the new Car Connections content hub.
The Car Connections content hub is live at:
Photo: Keanu Reeves and Gard Hollinger (Arch Motorcycle Company)
AOL is a media technology company with a mission to connect consumers and creators through open marketplaces. AOL uses data to disrupt content production, distribution and monetisation. The company connects publishers with advertisers across its global, programmatic platforms, tapping into Microsoft inventory and original content brands like TechCrunch, The Huffington Post and MAKERS which reach over 500 million monthly global consumers. Within its mobile advertising network alone, AOL has a reach of roughly 800 million users. A subsidiary of Verizon, AOL is shaping the digital future.
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