The effort centers around an online video contest to see who has the best Olympic cheer. “America’s Cheer,” as the campaign is called, includes a microsite, Facebook page and Flickr set.
Reality Check: This is Bank of America’s first step into the deep end of social media’s waters. It will be interesting to see how it goes.
Here’s one creative entry to kick things off:
Microsite: America’s Cheer 2008
Flickr: Static images of entries
Regarding the controversy surrounding China’s hosting of the Olympics, B of A says its “sponsorship is actually focused on the U.S. athletes, rather than the Games themselves. Our support is independent of the venue where they compete.”
This year’s Olympic campaign will cost B of A an estimated $35-40 million, said Joe Goode, corporate spokesman for Bank of America, in USA Today.
Key Question: How will the public react to corporate sponsorships in the Beijing Olympics…especially once the games are underway and these sponsorships will be much more conspicuous?