Tire manufacturer Michelin is partnering with the popular video game "The Sims FreePlay" in order to meet teens where they are to promote driving safety. Michelin North America Chairman and President Alexis Garcin joined Cheddar News to discuss how the #GoldenGauge program integrates with the game. "If you're a gamer yourself or your kids, then while you're driving and moving on the application, you will find a Michelin billboard, and if you engage with that billboard, then you will get some advice about how tires are critical for your safety on the road," Garcin explained. *Updated with the full title of 'The Sims FreePlay' and a typo fix in the name of Alexis Garcin.*
