Michelin Improves Teen Drivers’ Safety With #GoldenGauge Program
Grace Mahas — January 25, 2022 — Marketing
References: goldengauge
In honor of Teen Driving Awareness Month, Michelin is launching a new program to help today’s teens and novice drivers improve. Dubbed the #GoldenGauge Program, the new initiative shares life-saving tire maintenance knowledge through a gaming platform. Michelin's #GoldenGauge program invites 16-24-year-old drivers to check their tires for the chance to win prizes, ranging from laptops and smartphones to gaming consoles and VR headsets.
Inexperienced drivers are involved in 12% of all car crashes due to poor tire maintenance, such as a lack of tread or improper tire pressure. Car accidents are the top killer of U.S. teens, with seven fatalities every day. The #GoldenGauge Program hopes to teach teens and new drivers information to prevent many of these accidents.
Image Credit: Michelin
Inexperienced drivers are involved in 12% of all car crashes due to poor tire maintenance, such as a lack of tread or improper tire pressure. Car accidents are the top killer of U.S. teens, with seven fatalities every day. The #GoldenGauge Program hopes to teach teens and new drivers information to prevent many of these accidents.
Image Credit: Michelin
Trend Themes
1. Gamification of Education - The use of a gaming platform to teach life-saving tire maintenance knowledge to novice drivers raises the potential for gamification to improve various areas of education.
2. Intersection of Technology and Safety - Michelin's #GoldenGauge Program is an example of technology being used to improve safety, demonstrating a significant opportunity for businesses to invest in the development of similar technology/safety services.
3. Collaborative Marketing Campaigns - Michelin's collaboration with Teen Driving Awareness Month is evidence of a growing trend in companies using collaboration as a marketing tool to drive awareness and engagement in social responsibility campaigns.
Industry Implications
1. Automotive Manufacturing - With car accidents being the top killer of U.S teens, there is an urgent need for innovation and development in the automotive industry, particularly in the areas of safety features and driver education programs.
2. Gamification Industry - Michelin's #GoldenGauge Program demonstrates the potential for gamification to be used in various areas of education, creating a significant opportunity for the growth and development of the gamification industry.
3. Social Responsibility Campaigns - The collaborative marketing efforts from Michelin and Teen Driving Awareness Month illustrate a trend of businesses using their brand authority to address important societal issues; this trend is an opportunity for businesses to engage with consumers who prioritize social responsibility.
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