USAA

#SaluteToService Campaign

USAA

#SaluteToService Campaign


CLIENT: USAA
AGENCY: The Digital Mothership // St. Louis, MO


The Case

Respect for our country’s warriors runs deep among the nation’s sports fans. When USAA, a national insurance company with an emphasis on military families, wanted to launch a campaign to grow support for our veterans, it was a perfect match. Special Salute To Service games combined with fan engagement on social media and special merchandise led up to the presentation of the Salute to Service trophy to the player who is making the biggest difference for our nation’s finest.

The Approach

Twine collaborated closely with The Digital Mothership to create a custom solution for the USAA website that was both visually attractive and immensely powerful. With thousands of fan pictures streaming in from social media it was necessary to simultaneously route, organize, and curate the content while fitting into the overall USAA goals for the #SaluteToService campaign. There could be no confusion of the message: to salute our nation’s veterans. It was important to enable the fans and users to select their team area and see uninterrupted and relevant team-specific content. Robust rules, routing, and filtering accomplished this with aplomb, minimizing the amount of curation needed from social media managers.

The Outcome

TwineSocial’s robust Rules engine implemented on a unique custom platform made it an effortless and nearly hands-free process to organize the social buzz. With tens of thousands of tweets, photos, and messages collected the #SaluteToService was a resounding success. Not only did the campaign raise awareness of the service of our men and women in uniform, but the power of a simple hashtag, well used, was demonstrated.

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