USA Swimming: America's Swim Team

Strategy:

Capitalizing on success of the US Swim Team in the 2008 Olympics, the America's Swim Team campaign used star athletes, heavy social media, and a swimmers manifesto to engage age-group swimmers (11-18 yrs). By becoming members in USA Swimming, they literally become teammates with Michael Phelps, Ryan Lochte, Natalie Coghlin and the rest of the Olympic champions