Visa's Olympic campaign will be its most social ever

Visa is using its Olympic sponsorship to allow fans to deliver greetings to athletes in the most extensive use of social media in the brand's 25-year history of backing the Olympics. The effort includes commercials via TBWA\Chiat\Day featuring Morgan Freeman. "At the core of the idea is consumer participation. ... [P]eople's cheers fuel athletes' performance," said Antonio Lucio, Visa's global chief marketing, strategy and corporate development officer.

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Ad Campaign From Visa Piggybacks Olympic Spirit - New York Times (tiered subscription model), The

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