Bank of America is in a unique position to use its size and scale to help people and communities address societal challenges. The bank knew it could make a critical difference in the fight against HIV/AIDS by making a two-year, $10 million pledge and partnering with (RED) and U2 to rally people around the world to join the fight. The campaign launched with a Super Bowl ad featuring U2 performing their new song, 'Invisible.' The bank donated $1 to (RED) for every download. A few days before the Super Bowl, a teaser was posted on YouTube, a Vine video was tweeted on the bank's two digital billboards in Times Square and a clock counted down to the song's availability. To amplify the message, 500 radio personalities did live reads on local stations nationwide. On Super Bowl Sunday, the ad reached more than 100 million viewers and, surrounded by an innovative social media strategy, created huge awareness, participation and buzz. The song was downloaded more than a million times in the first hour alone. In just one day, 3,144,477 downloads triggered a $3,144,477 donation from Bank of America—translating into nearly eight million days of life-saving AIDS medication for pregnant mothers. There were seven million YouTube views of the ad and 112,000 campaign mentions. There were also 107,000 tweets, the majority of which came from celebrities, musicians, talk-show hosts and politicians.