Michelin Cross Terrain SUV was a new tire being launched by Michelen designed specifically for SUVs. Michelin wanted to develop awareness and generate excitement about the new product before the product was distributed to dealers. Tribal DDB was tasked with the first online product launch in Michelin's history, as the site went live prior to the corresponding Print and TV spots. The mini-site outlined all the features, enhancements and specifications of the Michelin Cross Terrain SUV tire. It also allowed users to view cut-always of the tire to visually explain what each part of the tire was designed to do. In addition, a 180-degree view of the tire and a game was included on the mini-site. The Michelin Cross Terrain SUV mini-site launched Nov 1, 2000. From launch through Dec 21, 2000, the site experienced huge levels of interaction, with visitors remaining on the site interacting with the elements and playing the game for upwards of 20 minutes at a time.