BANK OF AMERICA (RED) NIKE

BRAND ACTIVATION

Turn your miles
(RED)

With the great success of the Superbowl promotion, what was next for the (RED) partnership? We leaned into our platform of "One Step Closer to ending AIDS" and partnered with one of the biggest global players, Nike.

Our idea - We literally took steps and turned them into a simple mechanism for donation.

Working with Nike we seamlessly incorporated the activation into Nike + app. For every mile walked or run consumers logged into the app, Bank of America donated 40 cents to RED. That 40 Cents is what it takes to provide an AIDS infected mother one day of treatment. With Bank of America and Nike as title sponsors, the Chicago Marathon was the perfect event to launch what would prove to be a life-saving activation.

Results

1.5 million miles logged in only two months
$1 million donated by Bank of America
2.5 millions days of treatments delivered