Michelin sought to reach out to performance aficionados in promoting its Pilot line of ultra-high performance tyres. Online, Michelin was able to provide support behind the claim that Michelin tyres are obsessively engineered to deliver an exhilarating driving experience. Through their involvement with motorsports, vehicle manufacturers, and after-market tuners, Michelin develops breakthrough tyre technologies that are featured in each Pilot tyre and showcased on the site. Users are also provided with access to both the tyre selector and dealer locator tools. The microsite was the online destination fed by a print campaign and links from the Michelin homepage.