I created an immersive experience that had to entertain as well as inform. Based on a reimagined track, Johnny Cash’s “I’VE BEEN EVERYWHERE”, we follow the exploits of one hero as he journeys around the world.

The microsite helped push the needle of engagement and ‘stickiness’ with a significant increase in user brand specification in the 25-40 year old target audience when replacing tyres at fitting centres across Europe.