Michelin Knows How to Keep Its Cool
Yahoo! UK & Irelands has partnered with Michelin, to create a search engine marketing campaign that promotes Michelin cold weather tyres only when the requested weather forecast shows that temperatures are likely to fall below 7°C. Demonstrating what has been described as a media first, the information service, which runs from November, is for Yahoo! users who check the online weather forecast. From the details users input when creating their Yahoo! account, the site identifies whether cold weather tyre information would be appropriate and launches if the criteria fits and the forecast temperature would require cold weather tyres.
“It’s a first for Michelin and a first for YAHOO!” says Valerie Mazin, Michelin UK’s corporate image manager. “The Michelin message banners and skyscrapers only appear when the temperature drops. They also only respond to our profile prospects – adult drivers checking the weather. We plan to deliver this accurate safety message to motorists with this unique marketing exercise.”
Michelin representatives say the company aims to educate British and Irish motorists to switch to cold weather tyres in the winter months.
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