See How USAA Engaged Fans with High-Tech Elements at This Year’s Army-Navy Game

The holographic uniform photo op featured a rotating uniform with the fan’s name.Photo: Courtesy of 160over90LANDOVER, MD.—This year marked the 125th meetup of Army and Navy and the 15th year that USAA served as presenting sponsor of the game, which took place Dec. 14 at Northwest Stadium in Landover, Md., home of the NFL's Washington Commanders. 

The USAA Experience game day activation, produced by 160over90, spanned nearly 9,000 square feet with over 5,500 square feet of graphically designed walls and branding. Over 2,500 attendees visited the space during the four-hour window of operation. 

“Every year, the USAA Experience tells a different story, and this year’s focused on celebrating the 125th meeting of Army and Navy by taking fans on a journey through the past, present, and the future of the Army-Navy Game,” explained Bennett Mayfield, account supervisor at 160over90. 

Anamorphic LED screens on the exterior of the activation space attracted fans to the footprint. These screens featured digitized special-edition Army and Navy uniforms—a nod to USAA being the only brand with a photo op of the current uniforms. Outside, there was a photo op with mannequins donning the 2024 Army-Navy uniforms.

Inside the space, a player avatar photo op allowed fans to put their faces on the uniforms and receive a digital takeaway. There were also customizable uniform holograms that featured fans’ nicknames on the back and offered another digital takeaway from the experience.

Fans could test their skills at custom-made Army and Navy pinball games. And the multiball, multiplayer football toss invited groups to participate together and compete as Army and Navy fans. Here, attendees threw footballs at targets on a large LED touchscreen. 

In addition to the game day activation, USAA also hosted nearly 100 military kids and caregivers at a football camp alongside former Washington Commanders quarterback Robert Griffin III and therapy dog Ellie. The participants—all part of the Elizabeth Dole Foundation programming—had the opportunity to run football drills, get autographs and photos with talent, and tour Northwest Stadium. 

Keep scrolling to see key vendors and more from the USAA Experience game day activation...

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