We conceived and executed a campaign for Midas, the world’s largest auto service franchise, to build awareness of their hunger relief platform, Drive Out Hunger. In the Summer of 2015, the #1Mile1Meal hunger-fighting road trip travelled across 10,000 miles and 25 cities to drive awareness and inspire action.
For every use of #1Mile1Meal, the social-media fueled truck drove another mile and Midas donated another meal to local food banks. The journey was chronicled in real-time using an Instagram-fed map. Local ‘truck rally’-style events were anchored by the food truck, which served free lemonade and invited donations of food and cash for local food banks. The events and tour drew media coverage from all major network affiliates as well as extensive radio and newspaper coverage, and the campaign yielded over 4 million social media impressions. For more on the campaign and Midas’ Drive Out hunger platform which LionMaus also created, visit here.