Designed to be played on mobile only, MINI TEXTRACER looks like a simple game. Control the car by typing a given text message. To go faster, type faster. As the player gets more engrossed in texting, the car suddenly crashes. The last screen then reveals the very real dangers of texting and driving: that texting makes one 23 times more likely to be involved in a crash — a statistic that really drives home the message.

Within the first two weeks of launch, MINI TEXTRACER was played and shared by more than 10,000 visitors to the site. The game also enjoyed coverage by various motoring and advertising blogs, further extending the reach of the campaign.