Current situation around Branded Content & Entertainment is the growing media format in France and the most flexible to share a long format experience with a connected audience.

There are no specific regulations imposed by the government besides the fact that you need to be on a professional race track if you want to show in your campaign a car driving really fast.

The episodes of the “We Are Racers” series are available on Michelin Youtube channel.

The first 2 episodes were uploaded the 1st and the 2nd week before Le Mans, so that the conversations could start before the event.

- Ep1 was released on June 5th, 2014 after being exclusively revealed to e-influencers.

- Ep 2 was released on June 9th, 2014

- Finally, the Ep 3 was released on June 30th, 2014 just after Le Mans

The distribution strategy was done in 2 phases:

- Promotion of the web series via e-influenced strategy

- Establishment of a powerful medias partnerships strategy on 8 key European markets

Aired online, We Are Racers is the most popular piece of content in Michelin's history with more than 5,5 millions views in total. Shared more than 2,000 times on social platforms, it generated more than 130 positive articles.

And though that's a record in itself, the story doesn't end here … We Are Racers enjoys a second life as a 26-minute TV documentary running on sports channels across Europe, earning Michelin more than 150 hours of free airtime - just before this year's race...

The global campaign in which the series takes part, aims to have quite the same benefits of the 2013 documentary: +5% of brand preference in France and an increase of 18 inches tires sales of more than 30%, twice faster than the evolution of the market.