Seasonal Skill Games (B2B Loyalty)
- Brand
- Michelin
- Year
- 2023
- Objective
- Loyalty
- Industry
- Automotive
- Mechanic
- Puzzle
- Agency
- Air DDM
- Added
- October 2026
- 1
Members of Michelin's B2B loyalty programme for garage professionals receive a seasonally themed invitation (Halloween, Christmas, Easter) instead of the usual points update; opening it leads to a Michelin-branded skill-game page rather than a prize wheel or scratch card, since the programme also runs in Benelux, where chance-based games are banned.
- 2
Each seasonal wave uses one of three skill-game formats: a Match 3 tile board, a Pac-Man-style maze, or a Memory Cards board, framed on screen as a challenge with a score rather than a draw.
- 3
In Match 3 waves, players swap adjacent branded tiles to line up three or more, clearing them and triggering cascading chain reactions as new tiles fall in; the round ends either when no more matches remain on the board or when a time limit runs out.
- 4
In maze waves, players steer a character through corridors with swipes or arrow keys, collecting every item while avoiding roaming enemies that cost a life on contact; a power-up temporarily slows enemies and makes them edible for bonus points, and side portals let players teleport across the board to escape pursuit. A wave can run up to ten levels with up to ten lives, ending when every item on every level is collected or when the player runs out of lives.
- 5
In Memory Cards waves, players flip two face-down cards from a grid (4x4 as standard), keeping matched pairs face up and scoring points while mismatches flip back down; a found pair can trigger a pop-up explaining a featured tyre or service. A wave can stack several levels with up to eight pairs each, with the clock and score optionally shown or hidden, and ends only once every pair is found.
- 6
Across all three formats, play lasts two to five minutes of active engagement rather than a single click-and-wait.
- 7
Scores feed a leaderboard, pitting each player's garage against others in the programme.
- 8
The result screen links back to the loyalty programme with points earned and a modest reward, ahead of the next seasonal wave arriving a couple of months later.
Objective
Michelin needed to keep more than 20,000 European garage professionals loyal through the long gaps between tyre purchases, without leaning on generic newsletters and points balances that busy tradespeople simply ignore. The programme also runs in Benelux, where chance-based promotions are illegal, so whatever kept members coming back had to reward skill, not luck.
Solution
A few times a year, tied to Halloween, Christmas, Easter and other seasonal moments, members log into the loyalty programme to find a new short game waiting for them. Depending on the season, that might be a Match 3 board to clear, a Pac-Man-style maze to navigate, or a set of Memory Cards to flip and pair. There's no wheel to spin and no draw to wait on: the player earns their points by actually clearing the board or beating the maze, in a session that runs two to five minutes from open to finish. Points land in their loyalty account as soon as they're done, and the member moves on with their day until the next seasonal game appears.
Results
- 165K
- unique participations
- 96%
- member engagement rate
- 87%
- game completion rate
- 95.6%
- openers who went on to play
Across the programme, the games have drawn 165,000 unique participations. Engagement climbed from 91% in 2023 to 96% by early 2026, and completion rose from 63% to 87% over the same stretch. In 2025, 95.6% of members who opened a game went on to play it, and 76% of those who played saw it through to the end.
