Background
Michelin Group is the global initiator of tyre tech and was founded in Clermont-Ferrand, France over more than a hundred years ago. By the end of 2011, Michelin had over 6,700 employees and more than 10,000 service stores in China.
Demand
- Use the cartoon image of Mr. Michelin and initiate in-depth interaction with WeChat users.
- Provide nearest store locating service for WeChat users.
- Full channel marketing including online & offline and track performance of each offline marketing channel.
- Cooperate with multi-marketing tech service providers and centralized WeChat asset management.
Challenge
- Give a quick and highly accurate respond to location based wechat inquires with from the database with 10,000+ offline stores
- Each offline to online transaction must be calculated from all channels besides Michelin offline stores
- WeChat API does not support parallel operating multiple systems; if upgrade it will take too much time with a high cost.
Parllay Solution
Integrated with Parllay Michelin has achieved a deep interaction between Mr. Michelin (the Emoji King) and WeChat users; data tracking and collection based on QR code marketing channel. Michelin also connected personal data and marketing by the function of locating the nearest Michelin store,