What if, instead of avoiding potholes, one Dummy hit every pothole he saw for five days on the streets of Chicago? How many potholes can one car take?

The Pothole Dummy car was outfitted with several cameras that live-streamed the experiment at PotholeDummy.com. The site also featured an interactive map that tracked potholes in real-time, along with their severity, using GPS and accelerometer-based technology. Fresh content featuring Chicago-based influencers was created daily to drive fans to the website for the full campaign experience. In addition, digital banners across Chicagoland tracked the Dummy’s progress, updating his pothole count in real time.

We created a week long live stream, continuous social chatter and over 40 videos, which gave Advance the opportunity to share timely content with their customers on owned channels and through paid social. We garnered press coverage from a range of sites like popularmechanics.com and cars.com and even scored a three minute live segment on WGN TV. All in all, we got 195 million media impressions. People became so attached to the project that, by the end, they had watched over 1.2 million minutes of Pothole Dummy videos.