125th Group’s anniversary - Michelin’s Quest for Adventure

For 125 years Michelin has enabled travelers to hit the open road, travel the world and seek adventure.

To celebrate this milestone, Michelin will launch a treasure hunt across the United States with the world’s largest location-based activity: geocaching.

The program will launch in the United States in September when 1,600 digital tire pressure gauges shaped like the iconic Michelin Man will be hidden in caches across the country. Using their GPS enabled device, adventure seekers will be invited to navigate to locations scattered around the country where these caches are hidden.

Once discovered, individuals are being asked to share a photo of their Michelin Man tire gauges and share them on Facebook, Instagram or Twitter using the campaign hashtag-- #MichelinQuest – in order to win great prizes. Individuals are encouraged to move the Michelin Man from cache to cache across the country so that he can continue on his quest for adventure!

The 10 photos that best demonstrate the spirit of adventure and the importance of mobility will win a set of MICHELIN® tires.  The photos will then be added to @MichelinUSA Facebook page where the most liked photo will win the ultimate grand prize: a trip for two to a major U.S. city to attend a Michelin adventure experience of a lifetime. 

The winner will choose between a fine-dining experience at a MICHELIN Guide Gala event or attend a Formula E race – an exciting new electric car racing series.  If the winner chooses to dine amongst the Michelin stars, they will choose from any of the cities where Michelin stars are awarded to restaurants – New York City, San Francisco or Chicago.  For a more adrenaline pumping experience, the winner can choose from either Miami or Los Angeles when the Formula E series comes to the United States.


To start, interested participants should create an account on and follow @MichelinUSA on Facebook, Instagram or Twitter.

More information along with contest rules and details will be available at