Michelin: X-Ice SNOW Tire Launch

Eight months in advance of consumer availability, industry trailblazer Michelin wanted to make noise around the Michelin® X-Ice® SNOW® — its first new winter tire in almost a decade. To launch with a bang, we invited automotive media to the ultimate winter driving event to get on the track with professional race car drivers, and test drive the tire in extreme weather conditions Quebec is known for.

The results? Sixty-five media hits within the days following launch generating a reach of more than 9.3 million impressions.