At the Exchange’s First Army-Navy Game, Veterans Are the Winners
Actor Mark Wahlberg takes a selfie with fans.
While our Nation’s future military heroes played on the field at the 119th Army-Navy Game on Dec. 8, Veterans were the clear winners as the Exchange team spread the news about their new tax-free online shopping benefit.
The Veterans online shopping benefit received national attention through a TV ad, created by the Exchange’s Corporate Communication team, on CBS during the game. In the hour the ad aired, nearly 6,000 Veterans and traditional shoppers created profiles on ShopMyExchange.com.
Reaching millions
The game and the Exchange ad reached millions—it was the second highest viewed Army-Navy Game in 24 years. On game day, more than 9,700 new customers signed up to shop through ShopMyExchange.com, and Veteran shopping sales increased 36 percent over the same day last year.
Actor Mark Wahlberg and Exchange Director/CEO Tom Shull
“It was truly an honor to be part of this 119-year-old tradition,” said Exchange Director/CEO Tom Shull. “Our message was heard loud and clear across the nation: The Exchange is where heroes shop.”
For the first time, the Exchange was a participating partner in the Army-Navy Game. The Exchange even brought a special guest—Mark Wahlberg—to highlight the Veterans online shopping benefit. In the hours before kickoff, Wahlberg posed for selfies with Cadets and Midshipmen, high-fived fans and conducted a CBS Sports interview alongside Shull, where he thanked the Exchange for taking care of Warfighters, military families and Veterans.
“What the Exchange has been doing for our brave men and women has been amazing,” Wahlberg said. (See their entire interview here.)
Showing Exchange relevancy, mission
Before the game, our Corporate Communication team brought the Exchange relevancy and mission to thousands of Army Cadets, Navy Midshipmen and fans. From Lincoln Financial Field’s parking lot, the team staffed a mobile field Exchange, telling thousands about the extraordinary support the Exchange provides downrange, Eastern Europe and in natural disasters.
Cadets and Midshipmen visit an Exchange MFE at the game.
Inside the MFE, Cadets and Midshipmen were treated to Deli Express sandwiches and Nabisco snacks—as well as relief from the bitter cold. Charging stations kept their phones and mobile devices from dying. A Samsung gaming truck let the Cadets and Midshipmen relax and have fun while battling against each other. An Exchange tractor-trailer with a special Army-Navy Game design served as a can’t-miss-it billboard for the Exchange and the heroes served.
National Private Truck Council’s Hall of Fame Driver Bradley Wacks, Exchange driver Eddie Hill, Joint Base McGuire-Dix-Lakehurst Exchange General Manager Andrea Frazier and Stockroom Manager Patrick Henry assisted the Corporate Communication team with sharing the Exchange relevancy and mission.
“The Exchange’s success at the game was a team effort,” Shull said. “LG’s stunning Army-Navy Game truck and the MFE brought our mission to life for nearly 9,000 Cadets and Midshipmen. And, MD’s assistance with gaining vendor support from Samsung, Deli Express and Nabisco created a lasting memory for them.”
‘An incredible day for the Exchange’
Inside the stadium gates at the Fan Fest, a huge line of fans waited to grab Exchange swag and hear about the Veterans online shopping benefit. And, from the field, the Exchange logo flashed on the scoreboard and ribbon and was clearly visible from the sidelines.
“This was an incredible day for the Exchange and those we serve,” Shull said. “The Army-Navy Game represents so much more than football. These players and their classmates are our Nation’s future military heroes and leaders. While they stand divided on the football field, they unite for all Americans on the battlefield.”
The pregame festivities were captured on Facebook Live. View all the fun here:
- Mobile field Exchange and Mark Wahlberg’s surprise arrival
- March On
- Fan Fest area
- Mark Wahlberg on the field, parachutes and flyover
- Army-Navy pep rally
- Patriot Games – Leadership Reaction Course
- Patriot Games – Rocky Relay
- Army West Point bonfire
Also, check out the Exchange Flickr album with plenty of pictures.
