Defy Hunger Together
The Charles partnered with Wall Street Journal Custom Studios to create an immersive digital campaign for MINI USA and their ‘MINI Takes The States’ initiative. The initiative tracked the progress of the MINI Takes The States rally over a 14 day period, while raising ongoing awareness for Feeding America who simultaneously provided much needed supplies to key cities throughout the U.S.
- Digital Strategy
- Web Design and Development
A Digital Narrative
One of the main objectives of the Defy Hunger Together Campaign was to showcase the narrative of food insecurity in major cities across the U.S, over a 14 day period. The Charles set out to achieve this with a strategic phased approach to the campaign.
The first phase of the launch served as a pre-launch teaser, aiming to provide preliminary information about the campaign, the second stage of the launch painted a clear picture of the MINI TAKES THE STATES x Feeding America partnership using a plethora of user and brand generated content that was being taken live from the road, in addition to tracking the rally's progress with an interactive map. The final phase of the campaign was a summary of the rally and the initiative told through video and editorial content.
"We wanted to design an experience that would clearly communicate the multi-layered components of the campaign, while changing the audience's perception of hunger in America."
A Site Designed for Storytelling
Inspired by the program's positive message and desire to start a broader conversation on hunger, The Charles designed an immersive site highlighting video narratives and a content-driven interactive map to navigate the user through hunger solutions. Telling an authentic story through branded content comes with it's own unique set of challenges, but The Charles sought to overcome this by integrating user-generated, brand generated and editorial content at key and relevant points throughout the site.
After analyzing previous native ad campaign engagement data we decided to redefine the functionality and user experience of a video carousel in the header of the site. Creating a carousel, based on a film strip allowed WSJ to increase video views, duration and overall improved visitor engagement.
Using a unique approach to way-finding, we developed a graphically-rich roadmap of the United States that allowed users to follow along the journey and freely explore multi-media content accompanying each city stop on the rally.
A real-time social feed allowed the initiative to engage viewers with the communities and MINI drivers. We built a custom API that allowed the editorial team to curate social content for the campaign and ensure images relating to the campaign hashtags were filtered.
A Phased Approach To Branded Content
Through a strategic, phased approach, The Charles launched a pre-race and real-time version of the website to coordinate with the MINI TAKES THE STATES road rally. In order to ramp up excitement for the second phase of the site, a real-time countdown clock to the start of the rally was integrated in Phase I. Phase I introduced the user to the social feed integration to the site and encouraged drivers to contribute content while they were on their trip. Phase II tracked the live rally, allowing users to follow the progress of the drivers' journey, read articles about the different food banks in each city and participate in a dynamic social feed, embracing the importance of the community to both the MINI and Feeding America brands.
A Carousel Built for Consumption
Carousels statistically have low engagement rates for users, therefore The Charles revisited how to present a video carousel in the header that would give viewers a preview of the documentaries in St. Ignace, Minneapolis and Palm Springs. The combination of a traditional carousel and a multimedia video gallery, enabled the viewing of key video content to function in a more fluid and streamlined way.
We created an immersive map showcasing the narrative from food bank to food bank as the MINIs traveled through each city. Dynamic interactions and transitions were used to encourage users to explore the content. The map was specifically designed to echo the brand colors of the USA used throughout the site, reinforcing the concept of just how much hunger is a nationwide epidemic.
#DefyHunger and #MTTS2016
To spark conversation, The Charles aggregated the social feed while integrating documentary clips for a diverse and engaging social experience. Viewers were invited to share their thoughts on the journey using the hashtags #DefyHunger and #MTTS2016 on Facebook, Instagram, Tumblr and Twitter. The social feed was meant to show not only MINI's and their journey but the progress of meals provided through the Feeding America initiative, which in turn ignited a broader conversation on hunger in America.
Streamlined for Every Screen
It was just as imperative that these experiences would facilitate conversation while being able to instantly load on as many browsers and platforms as possible. So, instead of treating this initiative with a one-size-fits-all solution, every screen was designed with an interface and user experience solution from the ground up.