Michelin x Gran Turismo Movie Screening

CHALLENGE Michelin partnered with Sony for the Gran Turismo movie, aiming to raise awareness of their role as the official tire sponsor and drive audiences to theaters. However, the WAG & SAG strikes impacted the original promotion rollout plan and red carpet event. This required a pivot in strategy to maintain momentum while staying true to the film's theme of passion and perseverance.

SOLUTION To navigate the WAG & SAG strikes, we partnered with two key influencer groups. First, car enthusiasts who built careers from their passion for automobiles, mirroring the true story of Gran Turismo. These influencers shared personal stories and connected authentically with their automotive-loving audiences. Second, we engaged family and mom influencers to broaden the appeal, positioning the movie as an inspirational story for young viewers.