The Calgary Hotel Association is tapping into the Olympic spirit with a custom website aimed at stoking Canadian pride amidst the global narrative of the sporting event.
The website, GoCanada.ca, is stunningly simple, using tiles of images and words of #gocanada content from Vine, Instagram and Twitter as the building blocks for the user experience.
Scroll across the tiles and click to discover more about that particular #gocanada moment. The images make up the large "#GOCANADA" centerpiece, while the text fills in the gaps around the main images.
As the user scrolls to the right, the "A" in Canada repeats, replicating the way a cheer would end - and also allowing the promotion to continue serving up fresh images related to the #gocanada topic.
Exploring the grid is revealing, as there are many different components of the pride: people eating at Olympic sponsor McDonald's alongside students at school in full Canada regalia. There's also plenty of Schadenfreude for Russia's recent loss to Finland, and other social media realness from around the Olympic coverage - including plenty of fan-driven commentary on the Olympians.
The social aggregator was built by the Evans Hunt Group and is a partnership between the Calgary Hotel Association, WinSport and Tourism Calgary which, in no uncertain terms from the organizers:
brings Canadians together to create a national cheer so epic it rattles the Internet, spills into the streets, and demonstrates to the world that there is no greater joy than celebrating Canada and Canadian athletes in all their sporting triumph.
There's also a follow-on component of the campaign, which aims to promote Calgary as the '88 Winter Olympics destination.
The city is playing host to the Sochi 2014 Celebration of Excellence parade and Hall of Fame Gala in June, so the random-draw prize winner will receive a "Calgary Games Weekend for Two," including Winter Games experience at Canada Olympic Park, round-trip flights, three nights in a hotel, an Under Armour gear package, and seatings/meet-and-greet at the Heroes Parade and Hall of Fame dinner.