The list of companies making the switch to Web3 is growing again. It is the turn of Michelin and its famous man Bibendum to announce a collection of 5,000 non-fungible tokens (NFTs), called “Michelin 3xplorer Club”. This will allow the community to access exclusive and unique experiences related to Michelin’s various activities.
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Michelin launches “Michelin 3xplorer Club”
The famous French company Michelin announces its entry into Web3 with the launch of “Michelin 3xplorer Club”. This collection will consist 5,000 non-fungible tokens (NFT) bearing the image of the famous Bibendumthe brand’s mascot since 1898. The announcement was made official on Tuesday, April 25 on the project’s Twitter account.
Michelin is proud and excited to offer a new digital adventure for all the food and adventure enthusiasts out there!
Check out @Michelin3xplore 🤠🍴⛰️#Web3 #NFT pic.twitter.com/nHPtrWwtkr
— Michelin (@Michelin) April 25, 2023
For decades, Michelin has positioned itself halfway between tradition and innovation in various sectors of activity: tires, road maps, travel guides and cuisine. The French company is once again demonstrating its dynamism and continuing to explore new lands, as explained to us by Teo Bertrand, Social Media Manager:
“With Michelin 3xplorer Club, we based ourselves on what Michelin does. We accompany people to explore the world, thanks to our tires, our road maps or even our culinary guides. It was therefore obvious to embark on this new Web3 adventure alongside them. »
From a technical point of view, the collection will consist of 5,000 NFTs on the Ethereum (ETH) blockchain. The unit price and launch date have not yet been officially disclosed, although the team told us that the mint should take place around June 15th.
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Live the Michelin experience from the inside
Asked about Michelin’s motivations 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 explains to us that NFT holders will be able to access exclusive experiences and experience Michelin’s activities from the inside.
Each month, challenges and raffles will animate the community to let them experience one of the many events of which Michelin is a partner :
“Our community will be able to participate 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. Likewise, the Star Ceremony is closed to the public but will be open to select members of the community. »
Increasingly, Web3 is seen as a new way to connect the community and the brand. Moreover, this is one of the reasons why the Michelin 3xplorer Club is not only intended for a public familiar with the Web3as Teo Bertrand explained to us:
“We want to broaden the field by reaching a Web2 target, wanting to participate in Michelin’s unique experiences and not necessarily being aware of Web3 innovations. Our challenge will be to be educational in our approach to them. »
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Lilian Aliaga
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