Michelin takes teen driver safety to new levels with #GoldenGauge program – Company


  • During Teen Driving Awareness Month, a new gaming-centric program offers teens and new drivers the chance to win game-changing prizes — from laptops to game consoles — just for checking their tires.
  • The #GoldenGauge program is the latest iteration of Michelin’s award-winning, multi-year corporate social responsibility program, Beyond the Driving Test, designed to increase tire safety education and ultimately save the lives of teens.

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GREENVILLE, South Carolina – January 25, 2022 – Michelin is offering teens and new drivers the chance to improve their knowledge of life-saving tire safety in exchange for the chance to win epic, game-changing prizes with the Michelin #GoldenGauge program.

Teenagers understand that in the world of gaming, things like a new game console, a particular gaming laptop, or an in-game booster will help them “level up,” thereby improving their gaming experience and performance. global. In the real world, tires are the game changers that take road safety and vehicle performance to the next level – and well-maintained tires can be the difference between avoiding an accident and having one.

To teach tire safety and inspire teens to take action, Michelin will reach out to users via a digital notice board within the hugely popular The Sims Free game mobile game. Players navigating SimTown will have the option to safely stop and engage with the billboard visible on the town map, and they will be rewarded with premium game currency and safety tips for tires that save lives.

“Meeting teenagers at the intersection of their passions and speaking their language has always been the North Star of Beyond the Driving Test,” said Alexis Garcin, President and President of Michelin North America, Inc. “While tires may not be at the top of the list of things teenagers are thinking about right now, we can engage with them through their favorite games to make sure they understand that safer tires can mean safer driving. more sure.

Car crashes remain one of the top killers of American teenagers, with around seven teenagers dying every day and hundreds more injured.1 On average, there are nearly 11,000 tire-related motor vehicle accidents each year.2 The good news is that many of these accidents are preventable.

Take part in the Michelin #GoldenGauge campaign, designed to encourage teens to trade a game-changing action (checking their tires) for the chance to win game-changing prizes, from a new laptop to the latest gaming console or smartphone. To know if they are winners, teenagers must first check their tires well. Here’s how it works:

  • Visit www.GoldenGauge.com and enter your mailing address
  • In a few weeks, a Michelin brand tire pressure gauge will arrive at your doorstep
  • Use the pressure gauge to check your tires (step-by-step instructions are available HERE)
  • When the gauge is properly attached to the tire valve, a pressure indicator stick will appear. The color of the stick will indicate if you have won a prize:
    • LEGENDARY GOLD: An epic set of game-changing prizes, including a next-gen gaming console (with headset, controllers, and gaming bundle), gaming laptop and chair, VR headset, Pixel smartphone, and a set of MICHELIN® CrossClimate tires ®2 .
    • RARE PURPLE: One of many high-tech prizes designed to enhance your game, ranging from a gaming laptop to a Pixel smartphone. In addition, each winner receives a set of MICHELIN® CrossClimate®2 tires.
    • BLUE ELITE: A $100 Twitch gift card
    • COMMON WHITE: Not a winner, but your safety is priceless!

For more information on the Michelin Golden Gauge program or tire safety tips, visit www.GoldenGauge.com

1. Centers for Disease Control and Prevention (CDC), National Center for Injury Prevention and Control (NCIPC). WISQARS (Web Injury Statistics Query and Reporting System). US Department of Health and Human Services; July 2020.

2. National Highway Traffic Safety Administration (NHTSA). Safety and savings Drive on your tires. US Department of Transportation; July 2021.

About Michelin North America

Michelin, the leader in mobility, is committed to promoting mobility for its customers, and sustainably; designing and distributing the most innovative tyres, services and solutions for the needs of its customers; provide digital services, maps and guides to help enrich journeys and journeys and make them unique experiences; and developing high-tech materials that serve a variety of industries. Based in Greenville, South Carolina, Michelin North America has approximately 23,000 employees and operates 34 production sites in the United States and Canada. (michelinman.com)

About the International Automobile Federation (FIA)

The Fédération Internationale de l’Automobile (FIA) is the governing body of global motorsport and the federation of the world’s leading mobility organisations. Founded in 1904, with headquarters in Paris and Geneva, the FIA ​​is a non-profit organization. It brings together 246 Mobility and Sport Clubs from 145 countries on five continents. Its member clubs represent more than 80 million road users and their families. The FIA ​​promotes safe, sustainable and accessible mobility for all road users worldwide

About Beyond the Driving Test

Beyond the Driving Test is Michelin’s flagship corporate social responsibility program, developed in partnership with the Fédération Internationale de l’Automobile (FIA). Now in its seventh year, Beyond the Driving Test is one of the most awarded PR programs, with more than 15 industry-leading awards. The program was designed to enhance essential tire safety education for teens and novice drivers. When it was created in 2014, only two US states included tire safety training in driver training materials. Michelin secured commitments to address this issue from all 50 states and the District of Columbia in 2017. To date, 40 states and the District of Columbia have already begun to teach tire safety in their new tire training programs. drivers. To learn more about Beyond the Driving Test, visit Beyondthedrivingtest.com.

Tags: MICHELIN, Safety

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