Bank of America’s brand promise is to show Americans how “Life’s Better When We’re Connected.” And what better demonstrates that than taking a common everyday behavior and turning that into something truly amazing – like supporting (RED)’s fight to end mother-to-child HIV transmission.

And that’s what we did with running. Something Americans love to do. Bank chose to partner with the world’s most active running brand, Nike, to create a movement that inspired people to transform their everyday miles into currency.

The Bank pledged .40 (the cost of a day’s lifesaving medication) for every mile logged using the Nike + Running App. All we asked is that people raise their hands to join our movement by “Turning Their Miles RED.” The rally-cry was answered by Nike’s loyal app user-base, Bank customers, employees, and RED’s faithful supporters by designing a first-of-its-kind social sharing system, in-app and out, tracking personal and community goals.

We developed a first-of-its-kind digital ecosystem that connected social channels, live media units, website experiences and on-the-ground presence (The Connections Lounge) at the WEF. To gain unique access, we built a structure in Davos, Switzerland to facilitate conversations between Bank Executives, global luminaries, and business leaders. We brought the world to Davos by installing digital walls containing a Twitter waterfall, Twitter connections spider, and interactive polls, updated as we saw conversations emerging. We brought Davos to the world by creating linked poll cards in Twitter, ad units, and our website, enabling us to become the definitive source for trending opinion.

The Bank was the #1 mentioned brand in the WEF conversation, proving to our clients just how skilled Bank of America is at growing global conversation and connections with influencers who drive our global economy. 192 countries engaged with our content. We had 2 of the top 20 tweets during WEF. We saw a 10x increase in engagement over last year. We had an 82% increase in overall share of voice over last year. We reached 12mm total twitter accounts and the campaign drove positive sentiment during the full week.