Xbox 360 – “US Army Halo 3 Championship”• Objective: Make a tangible connection

between the Prospect and the Army using the Gaming Passion Point as the vehicle

• Strategy: Align real Army assets alongside Halo 3 imagery; leverage excitement around the game to drive excitement for the Army

• Target Audience: GCM AR/RA M18-24• Results:

– Over 2 million pieces of content were downloaded, including sponsored Tips And Tricks videos, co-branded skins for Prospect’s Xbox, and Army video

– 673,000 users registered to participate in the Championship, shattering all previous records for participation on the Xbox platform

– Campaign drove a 225% increase in Likeliness to Speak to a Recruiter and 265% increase in Likeliness to Enlist among exposed Prospects

– Program won multiple prestigious industry awards, including an Effie, a Mixx Award, and One Show Pencil

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NHL – “Hockey’s Finest”

• Objective: Communicate and draw a connection between Prospects and the Army Core Values through the Sports Passion Point

• Strategy: Engage prospects through an original video series interviewing the best American-born players through the lens of the core values

• Target Audience: GCM AR/RA M18-24

• Results:– The Hockey’s Finest video series is

pacing to be viewed over 150 million times by campaign end

– On track to successfully tease the Hockey’s Finest content into 12 nationally broadcast hockey games throughout the season

– Featured players have recorded 12 PSAs, thanking the troops for their service and stating their support for the Army’s efforts around the world

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GO211 – “Army Strong Sports Tour”

• Objective: Use the “action sports” segment of the Sports Passion point to make a multiplatform connection with a new group of Prospects

• Strategy: Design an encompassing experience that connects Army with “action sports” at every touch point

• Target Audience: GCM AR/RA M18-24

• Results: (program launches end of April ’09):

– On-site Army integration at 20 different events across the country, with athlete autograph sessions at each Army tent

– Army sponsored microsite for each event with information, capability to set mobile reminders, and co-branded video of athletes

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Yahoo – “Full Court Press”• Objective: Have a conversation about

Army Core Values with Prospects over an extended period of time using the Sports Passion Point

• Strategy: Create an episodic original content piece following the Memphis Tigers in their 08/09 season, focusing on Teamwork, Leadership, and Strength; extend the content to TV through the TiVo platform

• Target Audience: GCM AR/RA M18-24• Online Results:

– Over 2,350,000 users viewed the Army sponsored content over the 13 week series

– The series was featured editorially four separate times on the Yahoo! Homepage, which reaches 1.9 million M18-24

• Broadcast Results (TiVo):– Over 250,000 minutes were spent with

Army and Full Court Press content– Exposed Prospects experienced a 45% lift

on “overall perception of Army” and a 25% lift in “interest in learning more about the Army”

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NASCAR RaceBuddy - “US Army Battlecam”

• Objective: Enhance NASCAR race watching experience

• Strategy: Position the US Army as a provider of premium NASCAR content that would otherwise be unavailable

• Target Audience: GCM AR/RA M18-24

• Results:– US Army Battle Cam video stream is

always trained on the best racing action, wherever it’s happening on the track

– Unique custom content featuring Mark Martin and the U.S. Army Stryker vehicle aired on TV and NASCAR.com

– Placed Mark Martin/Stryker content on PS3 gaming console to drive incremental views

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Spike GCA – “Salute the Troops”

• Objective: Drive clicks to GoArmy.com and user upload videos

• Strategy: Leverage broadcast promotion and Spike’s access to celebrities to drive Prospect to a US Army microsite on Spike.com

• Target Audience: GCM AR/RA M18-24

• Results: – Adam Sandler presented the

U.S. Army with a “Mantlers Award” at the show

– Users submitted personal message to troops; montage of “shout outs” aired during the show

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“Leaders Among Us”

Objective: Engage Hispanic prospects with Army messaging in online environments

Strategy: Create an Army branded experience around Hispanic passion points

Target Audience: Hispanics 18-24Results:• 167,798 unique visitors• 851 contest submissions• Interest in joining the Army increased by

22% among those exposed to the program (from AdIndex study)

Awards:• 2008 IAB MIXX Gold• 2008 W3 Silver Award

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NBA – “Strength of the Team”

• Objective: Demonstrate that Army Core values like teamwork, leadership and hard work are the cornerstones of the best NBA franchises

• Strategy: Align the Army with premium NBA content by commissioning a video series featuring the top coaches interviewed by top TV talent

• Target Audience: GCM AR/RA M18-24

• Results: – Strength of the Team episodes aired

on nationally televised games on TNT– Guarantee of 2 MM views on

NBA.com– Editorial integration into NBA.com

homepage

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ESPN – “March Madness”

• Objective: Improve the perception of the Army in the eyes of College Basketball fans

• Strategy: Integrate Army Core Values into custom video content around NCAA March Madness

• Target Audience: GCM AR/RA M18-24

• Results: – Army custom halftime show in

124 live streaming CBB games– Over 125M views of Army

NCAA custom video segments – Special segment featuring West

Point Grads and Hall of Fame Coaches Bob Knight and Coach K featured on ESPN.com HP

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Project Name: “Orgullo En Alto”

Objective: Establish a dialogue with Hispanic Influencers

Strategy: reach Hispanic Influencers that normally would not visit goarmy.com

Target Audience: Hispanics 35-54

Results:• 11,813 unique visitors• 413 contest submissions• 124 picture submissions• Interest in visiting goarmy.com increased

by 27% among those exposed to the program (from AdIndex study)

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Project Name: Vibe Remix Lounge

Objective: Create Army branded experience through passion points

Strategy: Allow users to mashup, remix, DJ and apply video effects over web-based and catalog content.

Target Audience: 18-24 African Americans

Results:• 49,917 unique visitors• 565 submissions• 41,887 Pre-roll views• 1,970 send-to-phones

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Project Name: “Are you Army Strong?” Essay Contest

Objective: Engage African American Prospects with Army messaging in online environments

Strategy: Create a personal value connection and branded experience between users and the Army

Target Audience: 18-24 African Americans

Results:• 23 Million impressions• 0.64% CTR• 46 essay submissions

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