One of our core values at League Digital is to take pride in what we do and own our accomplishments. We get a chance to do this all the time when we help our clients achieve their brand goals. From maximising awareness to generating, nurturing and converting leads, we always have a reason to cheer at the end of the day.
However, when the work really shines, we get more than just high-fives all around. We’re thrilled that Michelin has been nominated for not one, not two, but three New Generation Social & Digital Media Awards for the Michelin Cross-Continent Cup digital campaign.
We’ll still take those high-fives, though.
Three cheers for Michelin
The New Generation Social & Digital Media Awards, in their 10th year of existence, are the largest independent social and digital media awards in South Africa. They were established to recognise excellence by brands and individuals in a digitally driven market. The Michelin Cross-Continent Cup digital campaign is nominated under the Corporate Awards category for the following awards:
- Best Online Competition, which recognises online competitions with a creative edge.
- Best Integrated Marketing Campaign, which recognises campaigns that seamlessly weave multiple channels.
- Best Community Engagement, which recognises online communities that are highly engaged and connected.
Michelin Cross-Continent Cup puts the pedal to the metal
In 2021, Michelin introduced the Cross-Continent Cup e-sports racing tournament in partnership with Gran Turismo Sport and PlayStation. A prize pool of $40 000 was up for grabs for the top three racers in the tournament. This produced amazing results between players from 11 different countries and gave them the chance to engage and interact with the Michelin brand on a global scale.
As Michelin’s digital partner, we were tasked with creating a digital campaign that would support the online tournament. The objectives were to get people talking about the Cup, encourage entries and keep the Michelin community engaged with all the excitement as the tournament was taking place.
We designed and built a registration microsite for the tournament for South Africa, promoted it using video ads and Michelin’s social media pages, leveraged email marketing to boost registrations, ran competition giveaways, and collaborated with local gamer influencers.
The digital marketing campaign was heavily promoted in South Africa to capture the young gamer market in a unique way. South Africa, being one of the hubs of Africa and representing the African region for this tournament, delivered during the tournament. Two South Africans raced their way to the top three of the leaderboard and won two of the cash prizes.
All in a day’s work with Michelin
We’ve been Michelin’s digital partner for several years, and together, we’ve worked on multiple exciting projects. It’s always a pleasure to bring Michelin’s vision to life by never backing down from a challenge and finding increasingly inventive ways to make an impact. Thank you to Michelin for their trust and continued business – let’s get started on the next awesome thing we do together.
