America’s Navy has continually positioned themselves as a Global Force For Good. In 2012, we took the opportunity to connect Sailors and their families to the Army-Navy Game, by geo-targeting fans at the game and posting live updates on our social platforms. With our 70,000+ members on NavyForMoms.com, we were able to recruit volunteers to join us at the event to help us with on-site and off-site conversations. We aimed to increase traffic to our Navy booths and engagement on Facebook and Twitter.Geo-targeted posting and monitoring helped the social team connect with fans checking in at the game on Foursquare, posting on Twitter and taking pictures on Instagram. Fans posting in the area were welcomed to the game, informed about the various Navy booths and directed to America’s Navy social properties. This was received extremely well as fans responded saying they will come to the booths and also agreed to have the pictures posted on America’s Navy social sites. To excite fans before, during and after the Army-Navy game, America’s Navy focused on posting unique and exclusive game content. During the game week, posts on the US Navy Athletes, Events, and Life Facebook pages and @AmericasNavy Twitter account generated a significant amount of earned media exposure on behalf of the Navy brand. The US Navy Events Facebook Page alone increased 365% in reach and the US Navy Life Facebook page reached 113,738 users and 10,724 fan stories were created. All social efforts combined garnered an increase of 114% in page engagement. Objectives of driving traffic to America’s Navy booths and boosting fan engagement around the Army-Navy game were met as there were an estimated 10,000 visitors to the booth and over 13,000 social interactions with our content during game week. www.facebook.com/USNavyEvents www.facebook.com/USNavyLife www.twitter.com/americasnavy www.navyformoms.com
www.facebook.com/USNavyEvents www.facebook.com/USNavyLife www.twitter.com/americasnavy www.navyformoms.com
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