In an effort to reduce CO2 emissions, Clif Bar’s 2 Mile Challenge (“2MC”) initiative encourages individuals to replace one two-mile car trip with a bike ride every week. The community-based 2MC website allows individuals to join one of three color-based teams and log their bike rides in competition against other teams. Once registered with a team, the 2MC member can challenge their friends to complete a defined number of rides, with the loser donating funds to a nonprofit of their choice.
To effectively reach the 2MC audience, we integrated the experience across various social media platforms—in essence, bringing the website directly to the user. 2MC members can log their bike rides through their Twitter or Facebook accounts, with an auto-post displayed to their accounts, announcing their logged bike ride as well as promoting the 2MC. Additionally, a mobile website was developed, enabling 2MC members to access the website using their web-enabled smartphone.
@Work: 2 Mile Challenge
In an effort to reduce CO2 emissions, Clif Bar’s 2 Mile Challenge (“2MC”) initiative encourages individuals to replace one two-mile car trip with a bike ride every week. The community-based 2MC website allows individuals to join one of three color-based teams and log their bike rides in competition against other teams. Once registered with a team, the 2MC member can challenge their friends to complete a defined number of rides, with the loser donating funds to a nonprofit of their choice.
To effectively reach the 2MC audience, we integrated the experience across various social media platforms—in essence, bringing the website directly to the user. 2MC members can log their bike rides through their Twitter or Facebook accounts, with an auto-post displayed to their accounts, announcing their logged bike ride as well as promoting the 2MC. Additionally, a mobile website was developed, enabling 2MC members to access the website using their web-enabled smartphone.
2 MILE CHALLENGE
http://www.2milechallenge.com/
Launch Date:
September 2009
Scope:
Campaign Website and Mobile Website, including integration with Google Maps, Facebook and Twitter
Technologies: Flash, PHP, CSS, JavaScript, MySQL, Facebook Connect, Google Maps API, Twitter API