At the 2010 Winter Games in Vancouver, BP announced its partnership with the US Olympic Committee and Team USA. Two months later, the Deepwater Horizon incident made its Olympics involvement seem impossible. Many argued that the iconic stage of the Olympics was the last place you choose for showcasing a deeply tarnished brand. But BP was set to honor its commitment.

Businessweek worked with BP to release an innovative new augmented reality campaign giving consumers a chance to go face-to-face with some of the world’s best athletes. BP teamed up with nine U.S. athletes to develop an interactive trading card series that was included in the December 19th issue of Bloomberg Businessweek and featured on BP’s website.

Consumers who download the trading cards could hold them up to their computer screen or mobile phone camera and see them come to life as the athletes digitally appear in front of the user with exclusive training tips and information about themselves and their sports.