TD Ameritrade, the American online stock trader and broker, has launched a multi-platform campaign around the Sochi Olympic Games and the athletes it is sponsoring.
Devised by digital advertising agency Huge, it has used the hashtag #ItAddsUp to suggest that small steps taken over many years to become a successful athlete is not unlike an investor planning for a long-term goal.
The company has encouraged social media users to share the hashtag in the lead up to the Games, and for every time it is used the company will match it with air miles to send seven athletes, aged 14 to 21, to the games in Russia in February. These athletes are not competing but hope to qualify for the Winter Olympics in 2018.
The hashtag #ItAddsUp will also be used during the Sochi games, with every mention seeing TD Ameritrade adding funds into the young hopefuls’ accounts to help with ongoing training expenses.
In addition, a series of online films developed by Goodby Silverstien & Partners highlight the athletes it is sponsoring for the games. Each spot has documented the small steps the athlete made every day to achieve their goals, ending on the line ‘TD Ameritrade, helping you reach your long term goals, one small step at a time.’
Finally, a microsite has been created to carry updates from the Olympic athletes and the hopefuls during the Games.