For so many advertising campaigns social is merely a bolt-on. An amplifier added at the last minute to improve reach.

TD Ameritrade’s latest Olympic campaign looks to have done it right, integrating social into the fabric of the campaign.

In what the brand is calling a first, it also is sending seven athletes, aged 14 to 21, to the Winter Games in Sochi, Russia in February, who are not competing but hope to qualify for the Winter Olympics in 2018. These next-generation athletes, as the brand refers to them, compete in the same sports as the sponsored Olympic athletes, who will act as their mentors.

TD Ameritrade set up brokerage accounts for these next-generation athletes, and once they arrive in Russia, every time consumers use the hashtag #itaddsup, the company will add $1 to a fund that will be split equally in their accounts, with each receiving a total of as much as $25,000.