Michelin’s Beyond the Driving Test campaign features YouTube sensation Brent Rivera in its latest video. The campaign was launched recently in partnership with the Federation Internationale de l’Automobile (FIA) to raise awareness of tire maintenance and safety among new drivers.
Sixteen-year-old Rivera acts as both scriptwriter and star in videos that document the ups and downs of everyday teen life, attracting five million fans on Vine and more than 690,000 on YouTube.
Subsequent videos will feature 16 year-old Alexis Zall, who has more than 334,000 YouTube subscribers and 9.9 million views, and other YouTube celebrities.
“Michelin North America is taking the unusual step of engaging teen YouTube stars because we know the best way to reach teens is to communicate with them on their own turf,” said Pete Selleck, chairman and president of Michelin North America. “We are very serious about transforming the way new drivers are trained and filling gaps in the essential knowledge and skills that can help keep them safe on the roads.”
To access educational resources from the Beyond the Driving Test campaign, including the new video featuring Brent Rivera, visit beyondthedrivingtest.com.
