Following the campaign launch, interested geocachers were directed to the Michelin Quest website to sign up to receive a Michelin Man tire gauge geocaching trackable. Within 5 minutes of launching the website, all 2,000 trackables were claimed by geocachers nationwide, an all-time record for branded promotion with a Geocaching campaign.
For a chance to win a set of Michelin tires and tickets to exclusive Michelin events, entrants were asked to post photos on social media using the hashtag #MichelinQuest. We programmed the website to pull in feeds from Facebook, Twitter, and Instagram, so people could see what other geocachers were up to. With custom filtering and advanced integration, this feature was technical to build, but gave the nationwide contest a sense of community.