Come Super Bowl Sunday, you may be buying many things–beer, chips, a box of ever-elusive Velveeta, or even David Beckham’s underwear–but U2 and AIDS charity (RED) are hoping you’ll also choose Sunday as the day to download the band’s new song, “Invisible” (for free!).
During a commercial break in the big game, the song will premiere in an edited version of its music video, after which, “Invisible” will be available for free download on iTunes for a 24-hour-period. Every time the song is downloaded during those 24 hours, Bank of America will make a $1 donation to (RED)–up to a total of $2 million. All the funds will go to the Global Fund to Fight AIDS, Tuberculosis and Malaria.
The promotion is the launch of a new partnership between the banking giant and (RED), which, since it was founded by Bono and Bobby Shriver in 2006 with the aim of engaging businesses in the fight against AIDS, has teamed up with big-name brands like Apple, Starbucks and The Gap to raise more than $240 million for the Global Fund.
In a statement, Bono said of the partnership:
“Bank of America coming on as a (RED) partner to help the Global Fund’s efforts to eliminate AIDS is great news…It’s the kind of game-changing influence that will not just deliver millions of dollars but raise consciousness and keep public pressure on putting an end to this devastating pandemic which has already taken the lives of 35 million people. And just in…the bank’s commitment of $10 million has resulted in the Gates Foundation, SAP and Africa’s Motsepe Family matching for a total of $22 million. Incredible.”
Yet another example of the power and reach of Super Bowl ads–in this case, the combination of huge visibility and virtually-inevitable social media sharing creates a major opportunity for Bank of America to generate some much-needed good PR, which, in turn, makes it possible for its charitable partner to do some serious good. Oh, and people get to listen to some U2 for free, so, everyone wins!
Below is the teaser video, titled, “There is no them, only us.”