CONTACT:

802.625.0220
hire@mtweiner.com

icon_behanceicon_linkedinTumblricon_twitter

mtweiner.com © 2013 • Legal

United We Play

Creative Direction • Copywriting • Creative Strategy


IMC Intern Project VML - Summer 2011


Client: United States Olympic Committee (USOC)

Brief: Increase web traffic to the new TeamUSA.org, the USOC's official TeamUSA website. Engage audience for year round relevance past the Olympic games. Because the USOC is a non-profit organization, ultimately the campaign aims to drive donations through the site.

Target: Kids, Patriots, Sports Fans, and Olympic Families. The one commonality: They always root for TeamUSA. Different parts of our campaign cater to each target group, under an overarching message: We The Team


Account Managers: Alexandra Burns & Lukas Effman


See the full 2011 presentation here.


usoc_declaration

This declaration kicks off the campaign, the copy serves as a script for athletes and Americans alike, reading out line by line together in a commercial video displayed on national broadcast and online.

WeTheTeam

Content presented with the hashtag #WeTheTeam is then fed to a social hub that lives on the TeamUSA.org website, the WeTheTeam Tab. usoc_wetheteamwall
On this site, Fans can enter in their declarations, their gold metal moments, or cheers and wishes for TeamUSA. During the games,the page serves as a live feed and is projected directly onto a wall within the Olympic village, keeping athletes and their supporting patriots connected.

USOC TeamUSA Events

usoc_coaster

 

In addition to annual USOC events, our campaign creates new donation opportunities through community events, hosted a few weeks before the summer games. These events take place in the communities our athletes call home, and allow the communities to come together at the local town hall, diner, or pub and cheer on their hometown hero. A percentage of the proceeds go to the USOC. Posters and Coaster (left) encourage patrons to send a video or photo cheer to the #WeTheTeam microsite, or via their preferred social network.

Donation generation

umobile

The campaign engages mobile targets with the PassTheTorch app. A ยข0.99 download allows patriots to carry the torch for TeamUSA, with multiple features that include tracking the olympic torch, augmented torch in camera mode, augmented torch en route to the games, and a feature that allows users to 'bump' the app to a friend, prompting the friend to download the app. A user can track their own social map and see how far they and their friends have carried the torch for TeamUSA. All proceeds from the downloads go to the USOC.

Poster



team_USA_POSTERS

Poster



team_USA_POSTERS2

Poster


Web Banners

usoc_twitter

 

usoc_twitter

@USOlympic, the official twitter for TeamUSA, keeps the conversation rolling with fans as they feature different olympic hopefuls for fans to interact with through the power of social media. As the user content rolls in, the campaign finds a movement with the hashtag #WeTheTeam, which allows TeamUSA to follow the conversation all over the web.


usoc_twitter

back


CONTACT:

802.625.0220
hire@mtweiner.com

icon_behanceicon_linkedinTumblricon_twitter

mtweiner.com © 2013 • Legal