As a brand that relies on bigger content ideas – rather than campaign work – to spark interest, one of our content ideas was to give users the opportunity to experience a trip down Tau Tona, the world’s deepest mine. The challenge was to create a 3.9km long webpage for the MINE website which users could scroll down,
learning about the mine as they went.

We created the 3.9 kilometres of mine backgrounds using SVGs and several lifts which could be used to travel down the mine. One moved at the actual speed of the lift in Tau Tona (6,8 m/s) and one skipped from fact to fact. Alternatively users could spend hours scrolling down the mine if they chose. We linked to this interactive experience from our Facebook and Twitter pages, as a means of inviting further interaction from a community which only knows us on our social platforms.