CCandCO produced a series of videos on the Hometown Hopefuls. WATCH NOW. 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.