Bank of America Ties Olympic Sponsorship to Rewards, Events
Bank of America is giving people a chance to support America’s Olympic athletes through branded products, and an online campaign and tour.
The “America Cheers” program offers people a chance to upload video or audio of a cheer for the U.S. Olympic team at AmericasCheer.com. Cheers will also be recorded during an America’s Cheer tour, which will stop in 19 cities and stage 26 events before its final destination in Detroit on Aug. 24, the day of the closing ceremonies for the 2008 Beijing Summer Olympics.
Bank of America is also issuing a bundled set of U.S. Olympic-themed check cards, checks and credit cards. The products are linked to a rewards program, in which customers redeem credit for Olympic team merchandise, autographed memorabilia, a personal experience with a U.S. Olympian and a trip to the Olympics. Use of the cards also generates a contribution to the U.S. Olympic team.
The promotion highlights Bank of America’s position as an Olympic sponsor and supporter of 12 aspiring U.S. Olympians through its “America Hometown Hopefuls” program. Those athletes will appear at various tour stops.
“What we’re trying to do through our sponsorship is to connect people with the extraordinary men and women who will compete for the country this summer,” Joseph Goode, Bank of America spokesman, said.
The Web site will enable the dozen athletes to “shout back” at those who upload their cheers on the site by filing photos they take at the games, Goode said.
Olympics fans can also write encouraging words for the athletes at The Wall of Cheer on the tour, with the messages to be displayed on a giant postcard at the Bank of America Hometown Hopefuls Family Cheer Center in Beijing.
That center will provide a home base for friends and families of U.S. Olympic athletes, offering complimentary lunch, dinner and snacks, complimentary tickets based on availability. An Internet lounge for athletes, their family members and their friends will also be part of the 15,500-square foot facility.
People who visit the tour also and make a simulated purchase for the Hometown Hopeful of their choice at a Cheer It Forward Kiosk with an Olympic-themed credit or check card can earn points toward Bank of America U.S. Olympic Team prizes.
A Nintendo Wii game, “Mario & Sonic at the Olympic Games,” will also be available at stops along the tour.
Bank of America is building awareness for the tour and the Olympic bank cards through an integrated marketing campaign, including themed TV, print, radio, point of sale, and online advertising.
