With a groundbreaking stunt that merged Michelin’s superior tire technology with the prestige of the Michelin Guide, our "Unlock Endless Wonders" campaign was designed to establish the brand as the leader in EV Ready tires. Captivating influencers through an immersive "Virtual Road Trip" dinner narrated by a voiceover tour guide, we paired four North American locations with a culinary dish, a vehicle and the ideal Michelin EV Ready tire for the journey.

Hosted alongside state-of-the-art EVs, the event employed 20-foot-tall LED screens and sophisticated sound design to simulate a cross-country journey. Attendees, a mix of lifestyle, food, and tech/automotive influencers, enjoyed a Michelin Green Star meal and created their own visually appealing road trip content. The campaign generated significant engagement and follower reach over projection, effectively highlighting Michelin’s innovation and leadership in the EV tire space.