The United States is the only country competing in the Olympic Games that does not receive government funding, making the contributions of American citizens critical to Team USA's performance and success. For the 2012 Olympic Games, every American could join in the journey to London by donating to claim a stitch in the flag that would accompany the U.S. team at the 2012 Opening Ceremony. Beginning with the site hub and donation engine, we developed an experience that presented compelling reasons to support Team USA, from athlete profiles to infographics correlating every donation to an athlete's training.

The most viewed event in all of the Olympics during the past few games has been the Opening Ceremonies, where the athletes from each country proudly march out dressed as a team, wearing nation-themed clothing while carrying one of the most potent, representative symbols of nationality – the flag. What better way to help Americans feel they are more a part of the team than by allowing them to participate in the Opening Ceremonies themselves? By owning a part of the flag carried in.

600,000 Facebook fan additions and added more than 200,000 Twitter followers, and garnered over 100,000 microsite visits – all without any investment in paid media or tax dollars.

The PSA and PR activity generated 577 million earned media impressions.

Nearly 30,000 stitches in the official Team USA Olympic flag were sold, raising over $375,000. Impressive for a “non-needy” non-profit cause that donors didn’t believe needed funding.

After the Games, the flag was presented to President Obama. It now hangs proudly in the White House.