Keep On Riding
- Brand
- Michelin
- Year
- 2014
- Objective
- Engagement
- Industry
- Automotive
- Mechanic
- Racing & Sports
- Platform
- Web
- Agency
- Zikali
- With
- INTHEBOX
- With
- Oz Conseil
Objective
Michelin needed to move volume on specific motorcycle tire lines within a tight seasonal promo window, and wanted riders to associate the cashback offer with something more memorable than a rebate form — a bit of on-brand riding fun they'd actually want to share with friends.
Solution
The rider lands on the promo page and jumps straight into a first-person motorcycle ride in the browser, dodging obstacles across a run of challenges on different bike types. After finishing the ride, the rider can challenge friends to beat their result. From there they move into the cashback flow: hit the participation button, enter the code from the scratch card that came with their tire purchase, upload the receipt, and submit the rebate claim — all on the same site, no app or install required, working equally on desktop and mobile.
- 1
The experience opens on a Michelin motorcycle-tire promotion page, where a browser game sits in front of the cashback offer as an entry gate: players complete it before the refund offer becomes accessible.
- 2
The core mechanic is a lane-style ride down a road, steering a motorcycle and dodging oncoming obstacles.
- 3
Play unfolds as a series of separate runs, each cast in a different motorcycle type — road, tourer, enduro, cruiser — matching the tire lines the promotion covers.
- 4
Each run ends with a score the player can send to friends as a challenge, inviting them to ride the same route.
- 5
Clearing the game unlocks the site's cashback offer, reached with a "Participate" button that switches from playing to filing a refund claim.
- 6
Filing the claim means entering a code from a scratch card issued at the tire dealer, then submitting personal details along with proof of purchase such as an invoice or receipt.
- 7
Submission returns a registration number that lets the player track the refund's status online.
- 8
The refund itself pays out in six to eight weeks, sized to the purchase (per tire or per set) and delivered either as a bank transfer or, for players who skip banking details, a fuel voucher.
