Previous | Next

Project Overview

America’s Cheer
Cross-Platform Integrated Campaign

Bank of America has been the official Bank of the U.S. Olympic Team since 1992. But no one knew that fact.  Our goal: make them a visible supporter of the 2008 games. We thought about the way people follow the games, how they root for their favorite athletes and decided to turn Bank of America into an Olympic cheerleader.

Literally.

The integrated program, America’s Cheer, let fans cheer on the Olympians by posting videos on YouTube, photos on Flickr, through SMS texts, Facebook shout-outs and Twitter tweets. The gamut of digital and traditional communications

were used: social networks; online advertising; viral; mobile tour with video booths for visitors to create cheers; TV and radio ads; in-store, indoor and outdoor signage; Today show and other live events.

The best cheers were displayed on the campaign hub, Americascheer.com.  Users searched for cheers by athlete, sport, city or state, viewed videos of Bank of America’s Hometown Hopeful athletes, stayed up-to-date with blogs and RSS feeds, and created their own cheers. The Olympian results included 41,000 cheers, tens of millions of video views and the highest interaction rates in rich media ever recorded for the financial vertical.