American Military University - Our Athletes Don't Play Games

Situation: American Military University doesn’t field sports teams. Instead, they’re a worldwide team of students and alumni who proudly serve their nation and their communities, where every day is game day. AMU looked for a social campaign that tapped into the pride and school spirit of each of its “athletes.”

Solution: We breathed new life into an old tagline that was popular among students in the early 2000s. The resulting creative had to be as strong as the audience it represents — the U.S. Armed Forces. Through a new collection of branch-specific campus store apparel, including T-shirts, water bottles and string bags, students could easily show their colors for both branch of service and school.

Results : Promoted through digital banners on the university blogs, social platforms and student newsletters, the campaign exceeded expectations during its 6-week run. During this time, 41% of all campus store purchases were from the Athletes collection; with average order amounts 37% greater than the store average. The campaign included a charitable tie-in with Team Semper Fi including a 20% donation of all sales. This charity supports recovery through sports for more than 1,000 service members from all branches.