For the fifth straight year, Exchange branding scored big at the Lockheed Martin Armed Forces Bowl, using the game’s national broadcast to increase awareness of the hard-earned benefit.
“Football—whether cheering on an alma mater, a service academy or a hometown team— unites the military community,” said Corporate Communication Senior Vice President Sandi Lute. “The Armed Forces Bowl provides a special opportunity to share the Exchange story, especially when a service academy participates, like the Army did this year. Exchange messaging in the stadium and on ESPN takes on even greater relevancy as military-connected fans, who are ultimately our customer base, are watching the game.”
Before the Missouri Tigers and Army Black Knights took the field Dec. 22,. Hundreds of fans—including Veterans for Life—lined up to grab swag bags packed with giveaways to promote the Exchange brand and talk with teammates about the Department of Defense retailer’s 126-year mission of service and support.
“Our team leverages the fan fest to talk one on one with Veterans, reminding our heroes that the Exchange continues to serve them through two lifelong benefits: in-store shopping for service-connected disabled Veterans and ShopMyExchange.com access for all honorably discharged Veterans,” Lute said. “The personal connection with the Exchange team leaves a lasting impression long after the game has ended.”
On the stadium concourse, the Exchange sponsored the Wall of Heroes, a mosaic photo display of Warfighters past and present. The display included active-duty military members assigned to the Exchange. The Exchange brand also resonated on video boards and the digital ribbon as well as static signing in the end zones.
For fans at home, ESPN aired two commercials touting Exchange shopping benefits. One featured Director/CEO Tom Shull and Chief Master Sgt. Kevin Osby, Exchange senior enlisted advisor, reminding service members, Veterans and Department of Defense civilians that it matters where they shop. The other spot was geared toward Veterans, guiding them to ShopMyExchange.com/Vets. Digital Media Networks created both spots in-house.
The Exchange has been an Armed Forces Bowl advertiser since 2017.
“It’s an honor to be part of the pageantry of this bowl game—one that’s dedicated to our Nation’s heroes,” Lute said. “And every year, no matter the final score, the Exchange and its shoppers are the true winners.”
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