Lexus Check In for Charity

Project Description

Lexus Check In for Charity was launched as part of the brand’s December to Remember sales event in 2012. It was my first opportunity to shadow Rob Edwards as a tech lead and gave me hands-on exposure to the intersection of creativity and social technology. The idea originated from Patrick O'Rourke (Copywriter), who envisioned using social check-ins to drive charitable donations. To bring the concept to life, our team of Creative Technologists and Experience Designers built a mobile-friendly website embedded into a Facebook app. Once users authorized the experience, Lexus donated $5 to the Boys and Girls Clubs of America for every check-in.

What made this campaign truly memorable was how we transformed a simple idea into a dynamic, real-time experience. We visualized national participation through a live data-driven infographic—bridging social media and storytelling in an elegant, user-driven interface.This was also a standout collaboration. I’d like to highlight the work of Quoc Lu (Art Director), whose design sensibility elevated the entire experience. The campaign was a success and would go on to be reused in future years. For me personally, it also marked the moment I gained the experience and confidence to lead future projects in a technical capacity.

Case Study