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
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.
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.
The campaign engages mobile targets with the PassTheTorch app. A ¢0.99 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.
@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.