Part of “Art, Copy & Code” SmileDrive was a collaboration with Volkswagen engineers to enhance both daily drives and longer road trips. Living as a standalone app and web experience, we used the consumer version of Google Maps as a starting point, and built custom features, plug-ins, and integrations on top of it. These included being able to ask for driving directions that would include options like the most scenic route, or routes with landmarks along the way; using driver signal to recommend routes based on personalized factors; and keeping a diagnostic log of various trip details.

In addition to those more pragmatic features, we also built a badging system for events like passing a look-a-like car or taking your longest road trip; a new, modern-day version of the classic “Punch Buggy” game; and SmileCast, a dynamic travelogue filled with the captured photos and videos on a ride, maps of the trip, status updates, and other memories, all saved automatically to every passenger’s device.

Ultimately, many of the features were integrated into the main Google Maps product, bringing both more utility and fun to its one-billion plus monthly users.