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"It's a case of clever sports memery meets how not to manage your brand's online reputation. \nA 28-year-old soccer fan has turned michelinguides.com into something completely different from the Michelin Guides recommendations books \u2014 and the company is none too happy. \nThe story starts with Englishman Adam Mascall, who saw the domain was available and bought it for just $9, according to a recent Sun report. But his site, unlike the famous French guidebooks, isn't anything about restaurant recommendations or where to find the best flamb\u00E9. \nMascall's take is \"Michel in Guides,\" referencing Michel Platini, a former French soccer star and current head of the Union of European Football Associations. It superimposes Platini's face into a series of situations involving guides \u2014 you know, like survival guides, travel guides and \"Girl Guides,\" a Girl Scouts-like organization. Here are a few examples: \n\n\n\nThe Michelin Guide brand is pretty ticked off, however. It sent Mascall a legal warning, and a spokesperson to the Sun that \u201CWhile we appreciate the amusing nature of the website, we have to do everything possible to protect the Michelin brand.\u201D\nMascall told Mashable he couldn't talk about the legal issues, did have this to say in an email:\n\nI just want to say i have the utmost respect for the Michelin brand and what they do.\nMy website is nothing to do with what they do. I am giving the world what it wants and right now that is Michel in guides.\nThere are future plans that I can't go into right now.\nI just hope everyone can be a part of this and together we can share a unique experience.\nAwooga\n\nDo you think Mascall should have to give up michelinguides.com, or is this a case of finders-keepers? Give us your take in the comments. \nAll images via michelinguides.com"^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2013/02/07/soccer-fan-michelin-guides/>