AWARD CATEGORY: New Media (First Place)
CAMPAIGN: America’s Cheer
AGENCY: Organic
CLIENT: Bank of America
Bank of America has been an Olympic sponsor since 1992 and last year wanted to build excitement in the weeks and months leading up to the Summer Games, as well as after The Games ended.
Organic went online, developing the interactive America’s Cheers Web site as a hub for people to support the U.S. team by creating and posting “cheers” at local branded media sites. The site became a hub for people to upload “cheers” as videos on YouTube, photos on Flickr and text messages on Facebook.
At the site, people could also create “cheers” for BOA’s “Hometown Hopefuls,” the 12 local athletes BOA had chosen from aspiring athletes across the country who were competing for spots on the U.S. Olympic team. Visitors could also find bios, videos and other details about the athletes.
Organic had created destination pages on YouTube, Flickr and Facebook to leverage theses social networking programs and to increase the size of the cheer network.
In addition, a 19 city mobile tour made stops across the country where people could record cheers for YouTube. And through a partnership with NBC, the “Cheer of the Week” was selected by NBC and aired on “The Today Show” each week for one month. Cheers also appeared on flash banners—giving BOA one of its highest click-through rates—and on outdoor digital signage.
People showed their Olympic spirit. More than 5,300 cheers were recorded and viewed more than 18 million times, all before The Games even started.
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