America’s Navy 2016 Army / Navy Game Facebook Live “Midshipmen March to the Stadium”

In an organization steeped in tradition, few resonate as deeply as the Midshipmen March to the Stadium, the annual tradition of marching United States Naval Academy Midshipmen to take their place inside the stadium for the annual Army Navy football game. It’s a spectacular sight and nothing galvanizes the worldwide Navy audience faster than the first appearance of the Midshipmen of Annapolis at the start of one of the most watched college football games of the year.

At the 2016 Army Navy Game, the 117th meeting between the Army Black Knights and the Navy Midshipmen, we deployed a team in a realtime social command center with video & photography support as well as live community management. The team embedded themselves within the atmosphere of the game, providing up to the minute activity across the Navy’s social channels. Engaging at times with over ten times the volume of social activity during the course of the day and generating high performing content.

The flexibility of the lean, agile team allowed for spontaneous content capture enabling us to respond in realtime. The US Navy’s first Facebook live broadcast of the march to the stadium generated over 280,000 views, 3,100 shares and 11,000 “reactions” over the course of its fifteen minutes.

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