UX, design, development, art direction

The Special Olympics World Games campaign.

The official content hub for Toyota at the 2015 Special Olympics World Games.

Project focus

Use the “Circle of Inclusion” as a central theme for inspiration
Craft a user experience that aggregated and showcased content from all major social media platforms on a single content hub
Encourage participation and support leading up to, during, and after the games with the hash tag ShareTheJourney
Integrate curated and sponsored articles with user generated content

Hometown heroes

Users were able to “Cheer for their heroes” by finding athletes in their zip code and sharing support for them across Twitter and Facebook, as well as reading the personal stories of the athletes themselves.

Results.

1.2bn
Media impressions
33,000
Visits during the games

Curated articles

In addition to showcasing content from social media platforms, athlete interviews and stories give readers the opportunity to learn more about the competing athletes.

Digital murals

As an accompanyment to the physical murals being created across the host city of LA, a series of online digital murals gave users not physically at the games a chance to participate. Starting as abstract shapes and colors, the murals were revealed over time by users tweeting the hash tag #ShareTheJourney. The murals were then shared across Twitter and Facebook.