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 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.
In order to ramp up excitement for the sites second phase, a live countdown clock was inserted into the first. All of the content served as a teaser to the MTTS rally, yet introduced the user to the program and taught about the partnership between Mini and Feed America.
A Phased Approach
The 14 day cross-country journey was not only focused on MINI USA, but also on Feeding America’s progress and impact. We utilized Mapbox to build an interactive map showcasing the narrative from food bank to food bank, while the cars traveled through each city. Using D3, a custom map-box-layer was created to give the map a custom aesthetic that matched the brand. We used Mapbox’s direction’s API to create an animated path line, so users knew where the cars were each day of the race. This also gave the map a feeling of being in real time. A custom script was written to offset the map box, so that the map point’s positions matched the intended design.
We aggregated and mixed the social feed with documentaries for a diverse, engaging social experience. The social feed was meant to not only show the Mini’s journey, but the progress of meals donated through the Feeding America initiative. The social feed encouraged community participation and a larger voice throughout the site.
A Live Social Feed