Michelin® CrossClimate®2 Launch

In preparation for the unveiling of the new Michelin® CrossClimate®2 all-season tire, Michelin partnered with NEXT/NOW to create and host a virtual product launch event for top customers across North America. The event featured a host of custom digital solutions. During the live event, Michelin’s message was supported through various animated virtual backgrounds that told the story alongside the presenter. Augmented reality postcards were sent out beforehand, enticing customers to attend the event through its vivid graphics and interactivity. A custom microsite was built for event registration that allowed for additional data collection and attendance tracking. All of these interactions were complemented by curated music throughout and additional custom video content before and after the event as well.