Michelin Live Event Product Launch Share: BLUE LIONS Score Awaiting client review n/a Date Published 6 February 2023 Reading Time 2-Minute Read To support the launch of six new Michelin tires, Blue Lions created a virtual live event in four Middle Eastern countries where fans could experience the new products. Blue Lions created a virtual live event in four countries where Michelin fans could experience the new products firsthand. Launching six new products at the same time calls for an innovative approach that creates buzz but, at the same time, doesn’t cannibalize existing products. Blue Lions hosted an online live event on various platforms that were supported by influencers, Michelin spokespeople and technicians. The live stream was a mix of pre-recorded elements from a professional studio and live comments from influencers and spokespeople who joined live from their homes. The event was streamed in four countries at the same time and included live moderation in 3 languages (English, French, Arabic) to answer all the questions fans had in real time. To encourage the audience to be a part of the live event, Blue Lions created a countdown on all Michelin platforms, starting two weeks prior to the event with daily story reminders and dedicated static posts supported by paid media. Overall 1500+ questions were answered and a total of 100k viewers tuned in during the Michelin live event.