As a premier sponsor of Team USA at the 2012 London Olympic Games, Duracell sought to drive a national movement by motivating consumers to energize Team USA. With this goal in mind, Duracell launched its largest brand initiative to date - an unprecedented social media activation designed to connect fans and their favorite competing athletes. During the months leading up to the 2012 London Olympic Games, Duracell unveiled its Virtual Stadium, an online experience where fans were able to share messages of motivation to help power Team USA. Fans across the country could send messages of encouragement via text, photos, or videos, which were then aggregated on the Virtual Stadium and viewable by fans and athletes alike. The Stadium was accessible via Duracell mobile web site, Facebook and YouTube, making it easy for people to create content in the channels that were most convenient for them. In time for the opening ceremonies, the Virtual Stadium assumed a physical presence at the U.S. Family Home in London. Utilizing a first-of-its kind interactive Kinect experience, athletes and their families were able to read and watch the messages of encouragement sent to them from fans for the entire duration of the London Olympic Games. Promotional content appeared on Duracell.com, Duracell’s Facebook and YouTube pages, and more.