Michelin Teams With Teen YouTube Stars To Reach Young Drivers

GREENVILLE, SC -- Sept. 18, 2014: A new video featuring teen Internet sensation Brent Rivera kicks off the latest phase in Michelin's Beyond the Driving Test campaign. 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.

The video, the first in a series, takes a humorous look at Brent Rivera's fictitious encounter with a stern dad when he goes to pick up his girlfriend for a date, accompanied by his "grandmother" (actually Rivera in disguise). Sixteen-year-old Rivera acts as both scriptwriter and star in videos that document the ups and downs of everyday teen life, attracting 5 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."

Automobile accidents are the No. 1 killer of teens in America, with more than 5,000 deaths each year[1]. Of the 2.2 million vehicle accidents taking place annually, 12 percent are among inexperienced drivers and involve tire-related issues such as insufficient tire tread or improperly inflated tires.2 According to a new survey commissioned by Michelin North America and the Federation Internationale de l'Automobile (FIA), the governing body for world motor sport, of driver's education and training in the U.S., teenagers often lack the essential knowledge and skills that can help keep them safe on the roads. This knowledge gap may result in nearly 300,000 preventable car crashes involving inexperienced drivers each year[2].

Michelin and FIA are making new resources available to help teens and parents brush up on their own car and tire maintenance skills, including a downloadable Glove Box Guide with important tips and this new series of YouTube videos featuring popular teens. Longer term, Michelin and FIA are committed to rallying the industry to get involved and shape the future of America's driver's education curricula. The partners are calling for all 50 states to include comprehensive tire safety information in their official driver's education materials by the year 2020.

To access educational resources, including the new "First Date GONE WRONG" video featuring Brent Rivera, visit BeyondtheDrivingTest .

Brent Rivera joined the campaign in collaboration with Fullscreen, a media company that develops online creators and programs multi-platform entertainment experiences. Alexis Zall and other leading voices in today's youth culture from the Fullscreen network, which reaches more than 465 million subscribers, will also join the campaign.