Team USA Sponsors Seek to Support Olympians Despite #SochiProblems

  |  February 11, 2014   |  Comments

Continued from

Procter & Gamble Thanks Parents

Consumer goods company Procter & Gamble is following a familiar path with a number of short films celebrating parents.

The latest installment of the brand's "Thank You, Mom" campaign pays homage to mothers for picking their kids back up. It's aptly named "Pick Them Back Up" video has 16 million views as of February 11.

In addition, Gillette, Procter & Gamble's male grooming brand, honors dads in its "Keep Your Head Up" video, featuring hockey player Ryan Suter of the Minnesota Wild and 2010 U.S. Olympic hockey team, and his father Bob Suter, who was an Olympic gold medalist with the infamous Miracle on Ice team at the 1980 Olympic Winter Games in Lake Placid. It has 95,000 views.

Citi Seeks to Do Good

Citi is also riffing off inspiring stories with a program called Every Step of the Way. In it, nine of its sponsored Team Citi athletes have teamed up with a U.S. Olympic, Paralympic, or community program in need and the brand is asking consumers to help decide where a $500,000 donation will go. This is done by clicking on an athlete and associated cause, such as speed skater Dan Jansen and the Olympians for Olympians Relief Fund. According to the website, the donation will "provide monetary assistance to Olympians who have exhausted their reserves - physically, financially, and otherwise - in attempting to recover from accidents, natural disasters, long-term illnesses, or injuries."

Also seeking to do good, Kellogg's has rolled out initiatives under the umbrella, "From Great Starts Come Great Things."

Kellogg's Tips for a Great Start 

From a Team USA hub on the Kellogg's website, consumers can find Tips for a Great Start, which includes videos, slideshows, and printables from Team Kellogg's athletes and USOC dietitians for a total of 30 tips, as well as Start Story videos from Team Kellogg's athletes. Each athlete has an associated hashtag, such as #GreatStartsAmy for adaptive snowboarder Amy Purdy and #GreatStartsKristi for figure skater Kristi Yamaguchi.

Each share, like, retweet, and use of the StarStar mobile technology of any Kellogg's Olympics content will lead to a "breakfast share," which Kellogg's says has the goal of providing 2 million total breakfasts for kids in need.

The site also features a counter for the number of breakfasts shared so far. As of February 11, that figure was about 125,000.

In addition, Kellogg's Bear Naked Granola enlisted U.S. Olympians Hannah Kearney and Chas Guldemond to issue weekly #OneUpIt challenges on Facebook , Twitter, and Instagram.

And Kellogg's Pop-Tarts encourages all Team USA enthusiasts to use the Crazy Good Me app on its Facebook page to create their own unique winter athlete avatar with customizable clothes and competition gear and share it with friends through Facebook, Twitter, and Instagram.

Athletes Go Behind the Scenes with United

Finally, members of Team USA, like speed skater Shani Davis and figure skater Gracie Gold featured in United Airline's ads are tweeting and posting links to the airline's new 60-second commercial, "Athletes Aboard," via their own social media channels. According to United, they will also post links to behind-the-scenes videos of the commercial shoot, which was filmed in a hangar in Los Angeles on-board a Boeing 777. In addition, United says it will include the hashtags #AthletesAboard and #TeamUSAfriendly in posts on its social media channels.

Throughout the 2014 Winter Games, United says customers can view interactive United and Team USA content on The New York Times website, watch videos featuring United and members of Team USA on Yahoo Screen, and read United-sponsored posts on BuzzFeed.



Lisa Lacy

In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest,,, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

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