Weather.com has launched Countdown to Thanksgiving, a new branded entertainment section sponsored by Michelin.
The new section, which went live on Nov. 1, features a mix of service-oriented information geared for holiday travelers and Thanksgiving-specific editorial that goes beyond the typical Weather.com content boundaries. For example, the site offers local forecasts for Thanksgiving (Nov. 26) and the days preceding and following, along with safe driving tips.
The section also features content along the lines of "25 Ways to Make Thanksgiving Memorable," as well as Thanksgiving-specific shopping and nutrition guidance, recipes and ideas for planning family get-togethers.
Weather.com is promoting the section on its homepage for 10 days leading up to Thanksgiving.
For its sponsor, Weather.com has created custom content along with specialized ad placements for Michelin. For example, within the article, "10 reasons to drive safely this Thanksgiving," users are directed to Michelin’s site “For more information on driving, safety and automotive questions.” Plus, the importance of tire safety is highlighted throughout the section.
Lastly, starting on Nov. 16, a custom Michelin banner ads will employ Weather.com’s proprietary ADaptor technology—which will enable the ad to reference current weather conditions in its messaging.