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Michelin Car Connections Wins Best Native Advertising Campaign 2017

Michelin Car Connections Wins Best Native Advertising Campaign 2017

Our campaign for AOL/Michelin was recently announced as the winner of the Best Native Advertising Campaign 2017 at the Association of Online Publishers’ Digital Publishing Awards.

What Was the Campaign About?

Over the last year, Silver Bullet have been producing a collection of high quality films exploring the world of motorsports and the people who share this passion. We’ve teamed up with top talent like Eric Bana, Keanu Reeves, Valentino Rossi and Loris Capirossi as we toured some of the most prestigious motosport events across the world. Visiting the likes Goodwood Festival of Speed, Le Mans and MotoGP Australia, we were able to take the viewer to the heart of the action where a passion for cars built genuine connections.

How Was the Campaign Executed?

The campaign needed to find the eyes of an enthusiastic audience of car lovers in the UK, US, France, Germany, Italy and Spain. To do this, the campaign utilised AOL/MSN’s already popular car channels – on this, the dedicated Michelin hub Car Connections was born. Here, the already interested readership could consume highly relevant, quality content.

We also created short form video on demand content for distribution on Michelin’s social networks as well as the BeOn publisher network.

How Did It Perform?

High quality video content produced for a brand with authenticity is guaranteed to be a winner. If anyone knows about a passion for motorsports, it’s Michelin. Pair this with celebrities like Keanu Reeves and Eric Bana talking to legends like Valentino Rossi and Loris Capirossi, you’re sure to see sparks fly. Influencers from renowned auto publications like Paul Wallace (Supercars of London) and Sam (Seen Through Glass) added further clout to an already powerful campaign.

So, what did this deliver? Published worldwide in a number of languages, the videos enjoyed 2.4 million views across auto publishers on the BeOn network. This also translated to more than 8 million page views on the MSN native hub.

What Did We Produce?

When it came to producing the video content for this campaign, we developed Michelin’s vision over a number of months. We storyboarded, pro-produced, filmed and edited a series of short films at a handful of the world’s most famed motorsports events. Working with big name auto enthusiasts and moto legends, this is what we produced.

Eric Bana Interviewing Motorcycle Racing Legends at Phillip Island MotoGP

Actor, comedian and motorcycle enthusiast Eric Bana visited the Phillip Island MotoGP to talk to some of the biggest names in motorcycle racing. As a fanatic himself, Eric’s excitement to speak to greats like Valentino Rossi, Loris Capirossi, Maverick Viñales and Carlo Ezpeleta is clear to see. He asks the questions fans want to hear and gets to the crux of what makes motorsport so special.

Paul and Sam Explore Goodwood Festival of Speed

Supercar fanatics and influencers Paul Wallace (Supercars of London) and Sam (Seen Through Glass) were filmed enjoying unprecedented access to the Goodwood Festival of Speed. The guys met legends of the racing scene including LeMans superstar Tom Kristensen and former rally driver Mikko Hirvonen. Talking about everything from why Le Mans winning cars are ‘never’ cleaned to the exhilaration of pushing vehicles to and beyond their maximum capacity.

Keanu Reeves & Gard Hollinger Go Behind-the-Scenes at Le Mans

When it comes to passion and emotion in motorsports, you have to go a long way to beat Le Mans. Keanu Reeves and Gard Hollinger went behind-the-scenes to meet some of the people behind the legendary endurance race. Meeting the voice of Le Mans Bruno Vanderstick, to inspiring quadruple amputee driver Frédéric Sausset and even 9 time champion Tom Kristensen. The pair discussed everything from what it takes to be a Le Mans driver to the formula for success.


If you’re thinking about producing video content for your brand, we can help. From expert guidance on planning and distribution to seamless production, we’re here to help. Find out more about what we can do to help your branded video content strategy here.

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