Campaign: Social Fuel
WPP company: VML Kansas City

MINDDRIVE is an experiential learning program for at-risk youth. Kids build a fully-functional electric vehicle and drive it across the US to highlight the need for educational reform. This campaign generated awareness on social media to provide ‘social fuel’ for the car’s journey. The more tweets, likes, mentions and comments, the further the car could be driven.


39m social media impressions, 35,796 Facebook, Twitter and Instagram interactions. Worldwide media coverage across 13 countries and the launch of six new programs around the world.

Chapter 8 of 9