For a brand sometimes known for drivers that are selfish on the road, this social campaign was refreshingly altruistic.

We sent the X1 coast-to-coast, stopping at 12 parks across the US and posting an Instagram photo to BMW's Facebook page.

For every picture liked along our journey, we pledged to donate a dollar back to that location. We easily met our goal of donating $10,000 to each park the X1 visited.