The Long Drive Home started on Instagram in late December 2013. Each week a new section of the road was uploaded. To maintain visual consistency within Instagram, posts were always uploaded in units of 3 images. Content along the road was tailored to news of that particular week. The flexibility of the project meant we could react to current events as they happened, ensuring that what we posted was as up to the minute as anything else on Instagram.

The goal was to double our following by April 2014. We reached that goal within 2 months, shattering it by the end of the campaign with an over 512% increase in followers. The campaign received media coverage across the web, including articles in Adweek, Fastcompany, PSFK, Trendhunter, and Best ads on TV, among many other.

Buzz spread across other social platforms, with a calculated 2.5 million impressions on twitter. Activity was also up on Mazda's Instagram channel, with comments, likes, and re-grams noticeably increased over the months prior to the campaign.