Exchange Relevancy Wins Big at 124th Army-Navy Game
Before America’s future military leaders took the field at the 124th Army-Navy Game (won 17-11 by Army at Gillette Stadium in Foxboro, Mass.), the Exchange’s relevancy, benefit, brand exposure and Veterans shopping benefit messaging resonated with customers and stakeholders.
2023 marked the sixth straight year the Exchange has been a participating partner in the game between the Army Black Knights and Navy Midshipmen, one of the fiercest rivalries in college football.
“Cadets and Midshipmen are rivals on game day —but they will always be defending our Nation together once they graduate,” said Exchange Director/CEO Tom Shull, USMA Class of 1973. “It’s an honor to be at the game to underscore Team Exchange’s commitment to serving our heroes for life.”
Stakeholder engagement
Before and during the game, Shull engaged with key military leaders and stakeholders, including:
- Army Chief of Staff GEN Randy George
- Sergeant Major of the Army Michael Weimer
- Former Chairman of the Joint Chiefs of Staff GEN(R) Mark Milley
- Former Army Chief of Staff GEN James McConville
- Defense Health Agency Director LTG Telita Crosland
“These senior leaders were able to see first-hand the Quality-of-Life support and value the Exchange benefit provides broader military recruiting and retention efforts,” Shull said. “Being part of America’s game provides a unique opportunity to engage with, and educate and inform, past, present and future leaders about the amazing support the Exchange provides every member of our military community.”
Honoring an American hero
Inside the stadium, the Exchange honored GEN(R) Gustave Perna with the third annual Quality-of-Life Force Multiplier Award. The award recognizes those have made significant contributions to Warfighters and families.
Perna, the 19th commanding general of Army Materiel Command, served in the Army for 40 years. As the chairman of the Exchange’s Board of Directors, he staunchly supported a lifelong tax-free shopping benefit for Veterans at ShopMyExchange.com. The benefit launched to 18 million heroes in 2017.
GEN(R) Gustave Perna, recipient of the third annual Quality-of-Life Force Multiplier Award, with Exchange Director/CEO Tom Shull, left, and Chief Master Sgt. Kevin Osby, Exchange senior enlisted advistor. The award recognizes those have made significant contributions to Warfighters and families.
In 2020, Perna served as the co-leader and chief operating officer of Operation Warp Speed, the federal effort to develop and distribute COVID-19 vaccines.
“General Perna is a Soldier’s Soldier who spent his Army career working to strengthen the Quality of Life for Warfighters and their families,” Shull said. “The Exchange is privileged to thank him for his steadfast support of America’s heroes and honor his distinguished life of service.”
Relevancy for America’s future military leaders
The Exchange shared its relevancy message with 9,000 Cadets and Midshipmen gathered in the muster area before the on-field march. In the parking lot, the Corporate Communication team staffed two mobile field exchanges (MFEs), showing how the Exchange supports troops downrange, during natural disasters and in Eastern Europe.
West Point cadets gathered in front of an MFE during the pre-game Fan Fest event outside of Gillette Stadium.
Inside the MFEs, Cadets and Midshipmen filed through and filled their pockets with snacks secured by the Merchandising Directorate and donated from vendor partners including Frito-Lay, Hershey, Old Trapper, Snaxsational, Conagra, Kellog and more.
“I’ve always shopped at the PX since both my parents were in the Army,” said Bethany Slibka, a West Point plebe from Colorado. “I’m super pumped for the game and being with my company and enjoying the festivities.”
LG and Eastern Region support
National Private Truck Council Hall of Fame Driver Bradley Wacks and Exchange drivers Eddie Hill and Eric Hoff brought the MFEs and a wrapped trailer inspired by the anniversary of the Boston Tea Party to Foxboro. Designed by Corporate Communications Specialist Ryan Smith, the new trailer displayed the reflective phrase, “Where Heroes Make History.”
“I enjoy the camaraderie with the team and seeing the Cadets and Mids,” Wacks said. “Serving the men and women in uniform is what the Exchange is here for.”
A West Point cadet stopped by an MFE to grab free snacks provided by the Exchange.
Teammates from Eastern Region were on site to share relevancy too. At the U.S. Military Academy’s bonfire on Wednesday, West Point Exchange General Manager Julissa Pettway and Store Manager Ruth Freeman supported by handing out snacks and engaging with Cadets.
At the game day fan fest, Hanscom Consolidated Exchange General Manager Dale Killip, Main Store Manager Debbie Timothy, Assistant Main Store Manager Keri Delgado and Administrative Assistant Lydia Neveux staffed a large Exchange-branded tent and handed out swag—complete with Exchange relevancy messages—to fans entering the stadium.
The Digital Media Network team’s marketing assets were on display throughout Gillette Stadium, with Exchange-branded art on ribbon boards, video boards and signs, creating more awareness of the Exchange’s mission. The stadium features the largest outdoor curved-radius video board at a sports venue in the country, as well as a 370-by-60-foot HD video board and a 220-by-53 feet video board.
“It’s an honor to work on the digital signage for the Army-Navy Game at Gillette Stadium to promote the Exchange,” said Video Editor Brenda Vaughan. “Smith created the truck wrap inspired by the anniversary of the Boston Tea Party, and I incorporated his fantastic design in our Game Play banners.”
Early in the game, a national spot informed millions of viewers about how the Exchange benefit delivers national brands—including The Home Depot, Purple, Samsung and more—tax-free with military-exclusive pricing, in stores and at ShopMyExchange.com.
Finally, the social media team brought the excitement of game day to fans and Exchange associates around the world in real time with a live post from the muster area, a game recap reel, a live shout-out from Shull and more, reaching more than 168,000.
“Our messaging to anyone attending or tuning in to the Army-Navy Game was heard loud and clear,” said Senior Vice President of Corporate Communication and Brand Marketing Sandi Lute. “This is the Exchange’s biggest event of the year, and we are always honored to play a part in this historic game.”
Check out all the photos from the weekend’s festivities here.
