MICHELIN Keep on Riding
Open the game- Brand
- Michelin
- Year
- 2014
- Objective
- Engagement
- Industry
- Automotive
- Mechanic
- Racing
- Platform
- Web
- Agency
- Zikali
- With
- INTHEBOX
- With
- Oz conseil
Objective
Michelin aimed to drive sales of its motorcycle tire lineup while increasing brand engagement among motorcycle enthusiasts. The campaign combined a traditional cash-back rebate promotion with an interactive digital experience to incentivize purchases of specific high-performance tire models (Pilot Power 3, Pilot Road 4, Anakee III, Commander II) during a limited promotional window.
Solution
Keep on Riding was an obstacle-avoidance racing game built in HTML5, playable on desktop and tablet devices. Players controlled a motorcycle rider navigating away from hazards ('evil tarmac monster'), earning points for successful avoidance and collecting them across multiple bike configurations and terrain types. The game doubled as a redemption portal—completing challenges unlocked promotional codes that customers could redeem at authorized Michelin dealers for their tire purchases. The experience featured fullscreen video backgrounds and dynamic animations to enhance immersion. The campaign ran from March 3 to April 30, 2014, distributed through keeponriding.michelin.com and promoted across motorcycle enthusiast channels.
Results
The campaign was featured as a case study by The Favourite Website Awards, categorized as Games & Entertainment, Promotional, and Web & Interactive. It received recognition on Awwwards as an Honorable Mention.
