Capital One's March Madness plans: "Harvesting voice and pride" through social media

Ahhh... March. The change of the seasons. Time for March Madness sponsor Capital One to head out to the social media fields and harvest some of our "voice and pride" to drive traffic to the company's website. From ESPN's Kristi Dosh:

"Capital One will engage fans through social media channels by allowing the team with the most vocal fans to take over Capital One’s own social media accounts.  

Here’s how it works: Use the hashtag #rallycry any time you discuss your team on Facebook, Twitter or YouTube. The team with the “loudest and proudest” fans will be featured prominently on Capital One’s social media websites, which will be bathed in that team’s colors ...  

'It’s harvesting that voice and pride -- the loudest and proudest fans -- we’re going to be sweeping all that together and funneling it into a bit of a virtual scoreboard through our Facebook, Twitter and YouTube channel.'"

We've heard the metaphor of trying to "harness" users' social media productivity for several years; however, marketers like Capital One aren't nearly as passive in producing buzz as the "harness" metaphor implies. They actively create or "harvest" it.