Army V. Navy

America’s Game In The Big Apple.

MetLife Stadium, home to the New York Giants and New York Jets, was the host stadium for the historic Army Navy Game, facing off the Army Black Nights of the U.S. Military Academy against the Navy Midshipmen of the U.S. Naval Academy. MetLife Stadium and the NY/NJ Host Committee wanted the game’s presence to be seen throughout the city using various high-impact traditional mediums. LIFT was brought on board to develop a comprehensive media plan in support of these mass awareness efforts and provided creative services to design eye-catching advertisements promoting America’s Game.


Our Role.

With a few weeks until gameday, LIFT was brought on to prepare a comprehensive media plan that would drive awareness of the upcoming game to in-person attendees and at-home viewers, while also showcasing the host committee’s sponsors in big ways across the city and country. From large out-of-home units near MetLife Stadium to digital taxi tops driving around Midtown Manhattan, it was hard to not know that America’s Game was coming to the Big Apple. Followed up with large format ads in national publications, such as the Wall Street Journal and New York Times, America was excited to see which military branch would be taking home the Secretary’s Trophy. All placements utilized LIFT’s creative services to create engaging, hard-to-miss ads that resonated with fans and sponsors alike, which drove to a landing page highlighting essential information for those interested in attending the game. Oh, and almost forgot – LIFT built the event microsite in 1-weeks’ time and continued to add and maintain valuable content on the website leading up until event day.



  • Creative Strategy & Design

  • UX & Responsive Web Design

  • Ad Campaign Development

  • Onsite Signage

  • Media Planning & Buying

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