Intro
TeamSeas
Diving deep to save the planet.
When Mr Beast and Mark Rober pledged to remove 30 million pounds of trash from the ocean in a single month, they called in 321 to build the website that would withstand thousands of daily hits from fans providing donations.
#TeamSeas is the second wave of the largest creator-led fundraising campaign to ever hit the internet, following the success of #TeamTrees. The campaign was launched to support ocean cleanup efforts and raise awareness about plastic pollution.
We built our strategy around a social- and mobile-first audience. The concept had to be catchy and easily shared — both by word of mouth and across social platforms. Working alongside Mr Beast's and Mark Rober's marketing teams, we developed the UI and UX around a 3-click donation flow, and architected, implemented, and supported all software and infrastructure for the campaign — including API endpoints, front-end build, hosting, cybersecurity, attack detection and mitigation, and payment solutions.
To gamify the donation strategy, we designed and developed a series of badges. Donors received a badge within a specific tier depending on their donation level. Those badges appeared on the leaderboard and on the social media graphic generated post-donation — turning every gift into a piece of shareable content.
Despite receiving 4.5 million unique visitors, the site experienced zero downtime during the campaign's first week. The gamified functions kept pulling donors and fans back in to check the leaderboard and climb the tiers.
