BANK OF AMERICA (RED)

EXPERIENTIAL

Time Square turns (RED)

A Superbowl Promotion, a global running event, what's next? How about a pop up concert on World AIDS Day which happens to be on Cyber Monday right in the mecca of consumerism.

Starting at sunrise we connected with consumers at Starbucks where every purchase of beverage with a Bank of America Visa card triggered a 10-cent donation toward RED. As night fell, we launched an even bigger bang with a star-studded surprise "Thank You America" concert in Times Square featuring U2, Carrie Underwood, Coldplay, Bruce Springsteen and Kanye West.

Results

$3,000,000 in donations for RED
6.9 million live and on-demand views of the concert
12% share of voice for Bank of America during all World AIDS Day conversations on social media
91 million impressions through Facebook’s “Reach Block” technology