Devinsupertramp is a YouTube personality that makes beautiful films of people doing insane things outdoors. In these videos, he's set loose in a few borrowed Fords to record his antics. You're never going to see this on a television.
Once we had Devin's fanbase engaged, we started asking them what they wanted to see Devin attempt.
The videos lived in a customizable video player that allowed people to plan their own localized adventure, using just one take of gas. We took over the MSN home page for a full week.
We had 10,000,000 views over the course of the campaign, with earned media coverage spread out across digital and broadcast properties.