In the new age of college football where NIL and the new-look College Football Playoff reign supreme, one game stands alone on the calendar in early December: the annual Army-Navy Game presented by USAA. For a game that is steeped in history, tradition, and rivalry, USAA, as the first and only presenting sponsor of the Army-Navy Game, chooses to take a different, more innovative approach to leveraging its game sponsorship, going beyond the expected logo blast and in-game media buy. The entire organization has committed itself to truly helping “grow the game” as an underscore of its larger mission to support the military community and our future military leaders.
At its core, the mindset to “grow the game” is to ensure USAA meets its goal to increase brand awareness and favorability amongst its key consumer targets of those currently serving, veterans, families and extended members of the military community.
USAA uses influencers to drive awareness of the Army-Navy Game, tune-in messaging and drive positive engagements in social with the USAA brand. Specific KPIs set for influencer performance leading into the game was at least 8M video views, 240K engagements and 95% positive sentiment.
USAA partnered with British creators Josh and Jase. Known for their content highlighting cultural differences between the UK and the U.S., the duo often showcases quintessential American moments with genuine enthusiasm. In 2023, Josh posted a non-sponsored TikTok expressing his love for the Army-Navy Game, emphasizing its incredible patriotism and tradition. USAA saw the potential and invited them to experience the event in person. USAA partnering with Josh and Jase was not only seamless but culturally relevant with their audience (94% U.S. audience on combined channel).
During their visit, Josh and Jase toured Washington, D.C., guided by a West Point graduate and a Naval Academy graduate, both USAA executives. The influencers witnessed traditions like the Army-Navy Game Patriot Games and the March-on, met NFL legends, and attended the Army-Navy Game. They also experienced USAA's activations and enjoyed exclusive, close-up views from the field. This collaboration not only generated significant engagement but also introduced a new and enthusiastic audience to the event.
USAA leveraged the authentic enthusiasm of Josh and Jase for American traditions, making their content more relatable and engaging. To introduce the full scope of the Army-Navy Game and the events surrounding it, USAA invited Josh and Jase, who were experiencing the game for the first time, to bring a fresh perspective. USAA curated several content opportunities:
Recycled Rides Event: Josh and Jase attended a USAA-sponsored event where veterans received refurbished vehicles, alongside NFL legends RGIII and Joe Theismann. This added a celebrity element and showcased USAA's commitment to veterans.
Army-Navy Game Patriot Games: The took in a firsthand account of the annual Patriot Games on the historic National Mall, capturing the patriotic spirit and historical significance of the event.
National Monuments Tour: Josh and Jase toured national monuments with Academy graduates, deepening the connection to the history and values of the military.
Army-Navy Game: The highlight was attending the Army-Navy Game with exclusive field access, a significant event in American military tradition.
Josh & Jase used multiple platforms including their individual channels, collab posts and their combined channel across Instagram and TikTok. By producing multiple pieces of content throughout the week, USAA ensured numerous tune-in reminders for younger demographics on platforms like Instagram and TikTok. This strategy helped audiences understand the game's scope, impact and history while engaging a wider audience.
This innovative approach surpassed significant KPIs. The videos garnered record-breaking views, with engagement rates soaring and positive sentiment dominating the feedback. The collaboration not only boosted engagement but also educated a new audience about the game's rich traditions and the quintessential American experience. By tapping into the power of first-time perspectives, USAA successfully connected with a broader audience, reinforcing its commitment to the military community and the values of leadership and service. The duo produced 41 pieces of content across all platforms, which garnered an impressive 25.5 million video views and 652,500 engagements, a 323% increase in video views and 164% increase in engagements year over year.
In addition, tune-in messaging throughout the content helped drive record breaking TV audiences. By staying true to its values and creating culturally relevant content, USAA honored and supported the goal of “growing the game.” This strategy fostered a stronger connection with its target member-eligible audience, effectively reinforcing the brand's commitment to the academies and the military community.
This campaign set new benchmarks through:
Record-Breaking Views and Engagements: The content generated 25.5 million video views and 652,500 engagements, a 323% increase in views and 164% increase in engagements year over year.
