Back on Track: Michelin Cup 2 Connected

Launch of the app “Track Connect” through an influencer campaign in Spain.

How do you put a new product that is specifically designed for the performance of car tires into the minds of the motor sports community? You grab influential car enthusiasts and motorsport professionals and show them how “Track Connect” can get their throttle up and running.

We invited nine highly qualified motorsport influencers to Spain for a unique driving experience to test Michelin’s new app. They will document live for their communities how “Track Connect” enables them to control tire pressure, temperature and efficiency in real time on the race track. The clips and pictures from Almeria were viewed by around 700,000 users and convince car enthusiasts from zero to one hundred!

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