As America’s future military leaders took the field at the 122nd Army-Navy Game, the Exchange scored another victory for engagement and brand exposure on Dec. 11.
“Being part of America’s Game gives Team Exchange a unique opportunity to engage directly with today’s senior military leaders as well as the Cadets and Midshipmen who are just beginning their careers,” said Exchange Director/CEO Tom Shull, U.S. Military Academy Class of 1973. “The intangible benefit of this engagement lasts long after the game’s final whistle.”
2021 marked the fourth straight year the Exchange has been a participating partner in the game between the Army Black Knights and Navy Midshipmen, the greatest rivalry in college football. MetLife Stadium in East Rutherford, N.J.—roughly 10 miles from where the World Trade Center towers once stood—was home to this year’s matchup in honor of the 20th anniversary of the 9/11 terrorist attacks.
One-of-a-kind engagement
The Exchange’s presence at the game afforded Shull the opportunity to engage with key military leaders, including:
- Secretary of Defense Lloyd Austin
- GEN Mark Milley, chairman of the Joint Chiefs of Staff
- Senior Enlisted Advisor to the Chairman of the Joint Chiefs of Staff Ramon Colon-Lopez
- Secretary of the Army Christine Wormuth
- Sgt. Maj. of the Army Michael Grinston
- LTG Darryl Williams, superintendent, U.S. Military Academy
- Vice Adm. Sean Buck, superintendent, U.S. Naval Academy
- LTG Donna Martin, Inspector General of the U.S. Army
- LTG Randy George, senior military assistant to the Secretary of Defense
“These senior officials saw the Exchange brand on full display at the game and walked away with a positive view of the organization,” Shull said.
Special honor for an American hero
During a special on-field moment, the Exchange presented former U.S. National Security Advisor Robert “Bud” McFarlane with the inaugural Quality-of-Life Force Multiplier Award for his significant contributions to Warfighters and their families.
“A Naval Academy graduate, Marine combat Veteran, Cold War strategist and staunch advocate for extending a lifelong online shopping benefit to honorably discharged Veterans, Ambassador McFarlane has always answered our Nation’s call,” Shull said. “There is no better person to receive this inaugural award, which will become a tradition at America’s Game.”
An in-stadium video, also created and produced by the Exchange’s Digital Media Network team, garnered an enthusiastic and warm reaction from the 80,000 fans in attendance. (Associates can watch the tribute here.)
National exposure
A national audience learned about the Exchange’s support of the military community through a commercial that aired on CBS. The spot, also created and produced by the Exchange’s DMN team reminded active-duty service members, Veterans and DoD civilians of their earned lifelong exchange shopping benefits.
Relevancy for future Warfighters
Before the game, the Exchange shared its relevancy message with thousands of Cadets and Midshipmen gathered in the muster area before marching on the field. From the MetLife Stadium parking lot, the Corporate Communication team staffed a mobile field Exchange, telling thousands of future Army and Navy leaders about the support the Exchange provides in all 50 states and more than 30 countries.
Inside the MFE, Cadets and Midshipmen enjoyed snacks from Exchange vendors including Deli Express, Lotus, Blue Diamond, Jack Links, Doritos, Cattleman’s Cut, Wonderful Pistachios, Power Up trail mix, Simply Delicious bakery and Emerald.
At Samsung’s tent, which was on-site courtesy of the Exchange, Cadets and Midshipmen relaxed and battled via the latest equipment and games. Outside the stadium, an Exchange tractor-trailer with a special #ArmyNavy wrap greeted fans as they entered. And just inside the stadium gates, hundreds of fans thronged the Exchange’s tent for clear stadium-approved bags emblazoned with the Exchange logo and packed with swag.
National Private Truck Council’s Hall of Fame Driver Bradley Wacks, Exchange driver Eddie Hill, West Point Exchange General Manager Katy Litterer, Store Manager Andrew Brooks and Express Manager Ruth Freeman helped the Corporate Communication team engage with fans.
Inside and around the stadium, the Exchange information displayed on video boards, ribbon boards, banners and static signing near the end zones. The DMN team made the stadium graphics—and message—come to life.
“Our messaging to our future military heroes come through loud and clear,” said Corporate Communication Senior Vice President Sandi Lute. “The Exchange is their brand. We are family serving family. We are all in for service members from the first day of their military career and as they remain Veterans for Life.”
Exclusive excitement
The Exchange’s social media team shared engaging content with fans leading up to the game. An exclusive shout-out from Hollywood A-lister and Veterans online shopping benefit advocate Mark Wahlberg, live coverage of a snowy Army bonfire at West Point on Dec. 8 and the Army-Navy pep rally on Dec. 10 reached more than 30,000 through the Exchange’s Facebook page.
In-house videos with Army and Navy football captains also drew traffic to the Exchange’s Facebook page as did back-to-back “Chief Chat” episodes with Cole Christiansen, a former Black Knight standout who now plays with the Los Angeles Chargers, and Keenan Reynolds, a Navy Midshipman quarterback with an NCAA Division I record 88 career touchdowns who later turned pro.
The Exchange’s community Hub also generated fan excitement with a countdown and links to Exchange videos, the academies’ football schedules and more.
“There is so much patriotism and heart surrounding this game,” Lute said. “The Army-Navy Game is like the Super Bowl for us. Merchandising, Logistics and General Counsel helped make this year’s game a tremendous success for Team Exchange.”
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