Michelin Shipping Container
michelin man getting haircut

Motorcycle madness

Daytona Bike Week draws half a million motorcycle and sport bike fans from across the globe for ten days of events and festivities. The calendar of events includes races, concerts, sponsored events, and miles’ worth of booths and expos from small custom shops and major brands alike. Michelin, BF Goodrich, The Pineapple Agency and three other agency partners teamed up to create an experiential activation that resonated with everyone from kids to weekend warriors to multigenerational Harley Davidson loyalists.

#MichelinMotorcycle Sustainable Oasis

We built a mini village in the vendor area at Bike Week. Focusing on a self-guided consumer experience and exploration, we were able to create brand awareness and unprecedented conversion rates. In addition to the great results, we had a lot of fun working with Daytona International Speedway and the Michelin and BF Goodrich teams. The highlight for almost everyone in attendance was seeing and hugging the Michelin Man — an icon of mobility in North America and Europe.

cross-sell goal reached
survey conversion rate
free gelatos served
Instagram impressions with $0 paid

Brand Activation

On the cusp of a new strategy that included brand activations and experiences as a core tenet, we became the perfect partner to help Michelin execute this brand activation for their motorcycle division’s first time at Daytona Bike Week.

Custom Fabrication

We sourced and fabricated seven 10-ft shipping containers in less than 6 weeks. Each container was activation-ready including a fresh coat of paint, electrical and lighting, custom extensions, flooring, shelving, and more.

Experience Design

We concepted, designed, and executed the experience which included a living room room decorated with over 100 years of Michelin vintage artifacts, a barber shop with free cuts and shaves, a leather keychain making station, vehicle displays + POS, and an oasis bar with snacks and gelato.

Product Displays

Tire fitting and specs are not for the weak. With just a few weeks to research, strategize and engineer, our team built custom vehicle and tire displays that showed everything from sport bikes and a Corvette on pavement to off-road vehicles traversing rocks and sand.

Agency Collaboration

In addition to a team of nearly 15 stakeholders on the client side including executives in France, we worked with three other agencies to integrate Michelin’s holistic marketing strategy into this activation that included media, creative, and overall brand strategy.

Event Management

From staffing to custom branded premiums to load-in and on-site production, we handled all event management, operations and logistics. We worked closely with Daytona International Speedway during the build of the 10,000 sq. ft. outdoor activation.

Oh Yes We Can

Dare to go where the others won’t.