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Past and future Olympians descended on New York’s Times Square on April 18th to celebrate the 100-day countdown to the 2012 London Summer Olympics. VML CEO and President Jon Cook and Co-Managing Partners of VML New York, Mike Wente and Zak Treuhaft, also attended to support the newly redesigned website TeamUSA.org and Raise Our Flag fundraising effort.
VML worked with the United States Olympic Committee (USOC) to launch the new TeamUSA.org, which is intended to better engage a new generation of Olympics supporters and fans. “The online experience is designed to inspire Americans to become a part of the Olympic movement by letting Team USA’s rich history, human stories and competitive drama take center stage.” said Cook. “This is accomplished by creating a content feed-like mosaic that emphasizes bold imagery, bringing these inspirational stories to the forefront with a visual punch.”
“The new site design integrates social media, video and multimedia content so that the inspirational stories of these athletes have a modern platform to be viewed and shared seamlessly,” Wente said. “This is an unconventional approach that pushes the envelope and presents the brand differently.”
Unlike nearly every other country, the United States government does not provide any funding to Team USA. The U.S. Olympic team is funded exclusively by sponsors and individual Americans. The Raise Our Flag program — accessible exclusively through www.TeamUSA.org — encourages American’s to participate in the making of the flag that will be carried in the July 27 opening ceremony. One stitch can be purchased for $12 with all donations going toward Team USA.
Fans can see the flag being made at New Jersey-based Annin Flagmakers on the USOC website. The flag is scheduled to be completed by July 13. There was strong collaboration for Raise Our Flag and the overall USOC marketing campaign between VML and agency partners Y&R and Cohn & Wolfe.
VML New York also launched the Team USA Hall of Fame voting site for the U.S. Olympic Committee. The site allowed users to make their mark on Team USA history and be a part of the process to help select and honor the U.S. Olympic Hall of Fame Class of 2012. Votes could be cast once a day for the athletes and teams that most deserve to join Olympic and Paralympic legends at the 2012 U.S. Olympic Hall of Fame induction ceremony.
Several members of the VML USOC team based in New York, attended Team USA's Times Square takeover, including Karen Flanagan, VML Group Account Director and Charles Duncan, Director of Technology.
Lisa Baird, USOC Chief Marketing Officer, and Olympic legends Carl Lewis, Greg Louganis and Shannon Miller, spoke from the Times Square stage and Olympic sports demonstrations took place throughout the day. Multiple large LED displays displayed the Team USA site and infographics featured on the Raise Our Flag fundraising microsite.
To view additional coverage on the 100-day countdown click on any of the following links:
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