Michelin x Gran Turismo:

From Virtual Racing to Box Office Success

CHALLENGE

Michelin, the official tire sponsor of the Gran Turismo movie adaptation, sought to leverage their partnership with Sony Pictures to connect with automotive enthusiasts and mainstream audiences. When the WGA and SAG-AFTRA strikes impacted the planned promotional campaign and red carpet events, the team needed to quickly adapt their strategy while maintaining the film's core message about passion and perseverance in motorsport.

SOLUTION

The revised campaign strategy focused on authentic storytelling through two distinct influencer partnerships:

Automotive Content Creators: We collaborated with established automotive personalities whose career paths mirrored the film's protagonist – individuals who turned their racing passion into successful careers. These influencers shared personal stories of persistence in the automotive industry, creating genuine connections with car enthusiasts and racing fans.

Family & Lifestyle Influencers: To expand the film's reach beyond traditional racing audiences, we engaged family-focused content creators who positioned Gran Turismo as an inspirational story about following dreams. This approach resonated particularly well with parents seeking positive role models for their gaming-enthusiast children.