USAA x Army-Navy Game

ABOUT THIS ENTRY

USAA achieved record-breaking influencer views and engagements for the 2024 Army-Navy Game by partnering 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 patriotism and tradition. USAA saw the potential and invited them to experience the event in person.

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.

How does this represent "Excellence in Engagement"?

USAA’s 2024 Army-Navy Game influencer strategy showcased “Excellence in Engagement” through a strategic partnership with unique influencers, creating curated content-capture experiences, driving authentic moments and highlighting the full scope of impact of the USAA’s sponsorship of the Army-Navy Game. This strategy not only generated significant engagement but also educated viewers about the game's rich traditions and drove record breaking TV audiences.

This campaign set new benchmarks by:

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.

This work will inspire the industry by:

Innovative Partnerships: Demonstrating the power of partnering with influencers who bring a fresh perspective and engage new audiences.

Cultural Relevance: Highlighting the importance of culturally relevant content that resonates with younger demographics.

Multi-Platform Strategy: Utilizing multiple platforms (Instagram, TikTok) to maximize reach and engagement.

Educational Content: Effectively educating a broader audience about the significance and traditions of the Army-Navy Game.

Objective

USAA uses influencers to drive awareness of the Army-Navy Game, tune-in messaging and drive positive engagements in social with the USAA brand. USAA partnering with Josh and Jase was not only seamless but culturally relevant with their audience (94% U.S. audience on combined channel).

Specific KPIs set for influencer performance leading into the game was at least 8M video views, 240K engagements and 95% positive sentiment.

Strategy & Execution

USAA leveraged the authentic enthusiasm of Josh and Jase for American traditions, making their content 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: They viewed 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.

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.

Organizations

• 160over90
• Agency

Links

•   Website

Featured

• Jason Riley
• Joshua Cauldwell

Credits

Colleen McAdams
Communications Manager Senior, Corporate Communications
USAA

Jackie Adkins
Marketing Manager Lead, Sponsorships, Enterprise Marketing & Chief Creative Office
USAA

Wendy Poling
Communications Manager, Public Relations
USAA

Kenny Rosenstock
Account Director, Influencer
160over90

Danielle Grande
Account Manager, Influencer
160over90

Erica Goldberg
Senior Account Manager, Influencer
160over90

Christopher Egen
Senior Account Manager, Partnerships
160over90

Jeff Barash
Senior Account Director, Partnerships
160over90

Will Shaw
Senior Account Manager, Partnerships
160over90

Sabrina Socquet
Senior Account Executive, Partnerships
160over90