The list of companies taking the Web3 turn is growing again. It is the turn of Michelin and its famous Michelin Man to announce a collection of 5,000 non-fungible tokens (NFTs), called “Michelin 3xplorer Club”. This will give the community access to exclusive and unique experiences related to Michelin’s various activities.
Michelin launches “Michelin 3xplorer Club “
The famous French company Michelin announces its entry into Web3 with the launch of “Michelin 3xplorer Club”, a project conducted in collaboration with getbulldog.xyz. The collection will consist of 5,000 non-fungible tokens (NFT) featuring the famous Michelin Man, the brand’s mascot since 1898. The announcement was made official on Tuesday 25 April on the project’s Twitter account
– Michelin (@Michelin) April 25, 2023
For decades, Michelin has positioned itself between tradition and innovation in various sectors of activity: tyres, road maps, travel guides and cuisine. The French company is once again demonstrating its dynamism and continues to explore new areas, as Teo Bertrand, Social Media Manager, explained to us:
With the Michelin 3xplorer Club, we based ourselves on what Michelin does. We accompany people to explore the world, through our tyres, our road maps or even our culinary guides. So it was a natural choice to embark on this new Web3 adventure with them. “
From a technical point of view, the collection will be composed of 5,000 NFTs on the Ethereum blockchain (ETH). The unit price and launch date have not yet been officially disclosed, although the team has told us that the mint is expected to take place around June 15.
Live the Michelin experience from the inside
When asked about Michelin’s motivation for launching this ambitious new initiative, Teo Bertrand explained that “Web3 is the ideal meeting place to build the future of the relationship between the brand and its community. More concretely, he explained that NFT holders will be able to access exclusive experiences and live Michelin’s activities from the inside.
Each month, challenges and draws will animate the community to give them an inside look at one of the many events in which Michelin is a partner:
“Our community is very proud of the Michelin brand.
Our community will be able to take part in the 100th anniversary of the 24 Hours of Le Mans with the Michelin Motorsport team, come to the Grand Prix and experience VIP access alongside the Michelin team, meet the drivers, etc. In the same way, the star ceremony is closed to the public but will be open to certain members of the community. “
Increasingly, Web3 is seen as a new way to connect the community with the brand. This is one of the reasons why the Michelin 3xplorer Club is not just for people who are familiar with Web3, as Teo Bertrand told us:
“We want to make the Michelin 3xplorer Club more accessible to the public.
We want to broaden the scope by reaching out to a Web2 target audience that wants to participate in Michelin’s unique experiences and is not necessarily aware of Web3 innovations. Our challenge will be to be educational in our approach to them.
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