• USMA WEST POINT, N.Y.
The Army & Air Force Exchange Service (AAFES) was able to maximize its exposure during the American Athletic Conference (AAC) championship game on Dec. 6, putting the Exchange in prime position to reach out with its message to a larger audience, both in-stadium and at home.
MAXIMIZING EXPOSURE
The Exchange had a lot in its favor to enlarge its exposure during the game.
It was a night of firsts when the Army Black Knights squared off against the Tulane Green Wave in the game, which was played here at Michie Stadium.
The contest marked the first time that Army had played for a conference championship, and the first time the Exchange was a participating partner for a conference championship game, which Army won 35-14.
Also, it was the only televised game on in the country at that time, allowing the Exchange to maximize its exposure with an ad created by the Digital Media Network Team highlighting life-long veteran shopping benefits at the Exchange.
Before the game, associates from the West Point Exchange staffed a large Exchange-branded tent and handed out swag, complete with Exchange relevancy messages, to the thousands of fans entering the stadium.
Exchange digital signage on the field and scoreboard was also front and center throughout the game.
ROLLING TO VICTORY
“While Army prevailed in a hard-fought game, the Exchange also rolled to victory,” said Exchange Director/Chief Executive Officer (CEO) Tom Shull, a USMA Class of 1973 graduate.
“From the prime-time commercial featuring shopping benefits for veterans to the tremendous outreach at the fan fest, the Exchange showed the nation that the organization is where heroes shop and provides a life-long benefit to those who serve and have served,” he noted.
“Our messaging, whether for those in-stadium or tuning into the game was clear,” said Senior Vice President (SVP) of Corporate Communication and Brand Marketing Sandi Lute.
“Reminding service members and veterans about their Exchange benefit will reap rewards long after the game is over,” Lute said.
Source: AAFES
Edited by Larry Lapka
