AOL and media agency MEC have created a Michelin content hub called Car Connections, celebrating the tire brand with videos, images and articles created by motoring icons and journalists.
The hub launched with a behind-the-scenes film of the 2016 Le Mans 24 Hours tapping star talent from Keanu Reeves and Gard Hollinger of Arch Motorcycle.
The campaign will be live for six months on both MSN and AOL’s global video distribution platforms. Tom Hosking, head of partner studio, AOL International, said: “Engaging storytelling at a global scale will always be at the core of what we do and our work with Michelin, MEC and Car Connections helps demonstrate our ability to develop premium content underpinned by data and insights that gives car enthusiasts access to information they can't get anywhere else.
“Being passionate about cars is not a rational process. It’s a visceral feeling. It’s limitless and highly contagious,” said Aurora David, European Account Director, MEC Global Solutions, Paris. “This is the idea behind Car Connections which we’re proudly launching as a result of a partnership with Michelin and AOL, and our joined ability to bring together media, content and talent."