Million Mile Joe
Joe LoCicero, AKA "Million Mile Joe" was an everyman. He drove an impeccably kept 1990 Honda Accord that had reached 938,000 miles when he first came to our attention. His goal was simple, yet complicated. Reach 1,000,000 miles.
We started to document his story on Facebook in 2011, and he immediately became a fan favorite, encouraging the community to rally behind him. It opened up mileage stories that others had shared.
The campaign gained over 650,000 (organic) YouTube views, 45 million earned impressions and stood as a testament to the relationship with Honda and their fans.
ThinkLA Interactive Award - Best Use of Video Media
One Show Interactive - Merit- Environmental / Experiential
One Show Interactive - Merit- Best Use of Social Media
One Show Entertainment - Merit- Online Branded Entertainment / Short-form
Bronze Clio - Online Film
ADDY (National) -Silver- Non-Traditional Advertising
ADDY (Regional - Silver-Los Angeles) - Non-Traditional Advertising
ADCRITIC TOP 20 - STUNT
ADCRITIC TOP 20 - SOCIAL
CREATIVITY TOP 5 - STUNT
CREATIVITY "Pick of the Day" - STUNT