A damn TIRE company created the most prestigious restaurant rating system in the world in 1900 because they wanted people to drive farther and wear out their tires faster. The entire global haute cuisine industry exists because a rubber manufacturer needed to sell more products. That is the most mafia-like content marketing strategy in human history, and no one will ever top it. Create the award. Hold authority. Sell something completely unrelated. Study this.
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The Michelin stars are awarded by a tire company.
A damn TIRE company created the most prestigious restaurant rating system in the world in 1900 because they wanted people to drive farther and wear out their tires faster.
The entire global haute cuisine industry exists because a rubber manufacturer needed to sell more products.
That is the most mafia-like content marketing strategy in human history, and no one will ever top it. Create the award. Hold authority. Sell something completely unrelated. Study this.