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The U.S. Army represents more than what’s portrayed in the news, epic movies, and fan-favorite video games. It’s a vibrant community that empowers young Americans to achieve their dreams and unlock their full potential to

Together, The U.S. Army and NBCUniversal showcased the incredible opportunities that The U.S. Army offers, allowing viewers to “Experience the Possibilities” through an NBCU lens.

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Through a two-pronged press strategy, The U.S. Army and NBCUniversal made history by eventizing The U.S. Army’s Be All You Can Be brand relaunch and the Salute to Summer campaign to connect with Gen Z audiences.

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The Unlimited Possibilities:

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PHASE 1

Kicking off in March, The U.S. Army resurrected the iconic Be All You Can Be slogan to inspire Americans and show Gen Z that The U.S. Army is a driver of future possibilities that empowers people to reach their full potential.

THE U.S. ARMY Be All You Can Be BRAND CAMPAIGN RELAUNCH

SALUTE TO SUMMER PARTNERSHIP

Celebrating the start of summer, The U.S. Army and NBCU announced a first-of-its-kind Salute to Summer partnership, which included an exclusive performance special at Universal CityWalk featuring headliner Nick Jonas and a bespoke activation.

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Life in The U.S. Army isn’t just for the gritty, larger-than-life war heroes seen in the movies. The U.S. Army is filled with real people who have a variety of passions and goals. And in The U.S. Army, those passions are supported and given meaningful guidance to help turn passion into possibility.

National Soldier Spotlights

Soldier Spotlights Custom Content

The Real Stories:

Nationally and in five select local markets, The U.S. Army and NBCU shined a light on real Soldiers with unique stories through cinematic, documentary-style profiles. Each Soldier demonstrated how their experience in The U.S. Army enabled them to reach their full potential and empowered them to pursue their own personal goals and passions.

Through authentic storytelling, The U.S. Army and NBCU demonstrated that The U.S. Army isn’t just boot camp. It’s a place for the next generation of multi-passionate Soldiers to elevate their purpose and accelerate their life goals in a meaningful way. Strategically debuting across NBCU’s biggest cultural programming moments, three Soldiers shared their diverse stories about how The U.S. Army unlocked their full potential in unexpected ways.

:30 Spot

Staff Sgt. Jordan Hendy

LONG-FORM SPOT

:60 Spot

Facebook Post

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Peacock AX

Instagram Post

Facebook Post

LONG-FORM SPOT

:60 Spot

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Sgt. Spencer Posey

Peacock AX

Instagram Post

Facebook Post

LONG-FORM SPOT

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Sgt. 1 Class Akia Crutchfield

DIGITAL POST (ENGLISH)

FACEBOOK POST (ENGLISH)

NEW YORK LIVE INTEGRATION

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New York: Staff Sgt. Eduardo Hiraldo

Local Soldier Spotlights

Through personal interviews, five Soldiers demonstrated how they continued to pursue their personal goals and passions while serving in The U.S. Army. Infused with each local market’s imagery, the cinematic spots created a strong sense of community - bringing a personal, hometown connection to each scene.

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Atlanta: Sgt. Matthew Garrett

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CHICAGO TODAY INTEGRATION

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Chicago: Spc. Michael Ahrens

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Los Angeles: Spc. Haley Mesquita

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Houston: Sgt. Yuting Yang

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Leveraging NBCU’s fan-favorite inspirational tentpoles, The U.S. Army created an unexpected impact and redefined what’s possible by showcasing how young Americans can Be All You Can Be. Within four distinct NBCU programs, fans got to experience the possibilities through music, holistic wellness, passion, talent, and more.

Serve Your Way with NBCU

The Journey:

Salute to Summer

:30 Spot

The Voice Integration

The Voice

During Military Appreciation Month in May, The U.S. Army joined The Voice for an impactful in-show integration in the Season 23 finale. After host Carson Daly acknowledged The U.S. Army Soldiers in the audience, he introduced The U.S. Army Field Band, who gave a special, unforgettable performance of One Republic’s I Lived from The Voice stage. The integration led into Staff Sgt. Jordan Hendy’s Soldier Spotlight, which aired during commercial time and reinforced The U.S. Army’s Be All You Can Be messaging.

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BONUS The Voice Integration on YouTube

The Voice Instagram Post

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2:00 Isopod

American Ninja Warrior On-Air Isopod

American Ninja Warrior

Through an isopod takeover, The U.S. Army and American Ninja Warrior celebrated the Soldiers in the audience, who showcased what it means to be America’s best and brightest. Four Soldiers stepped up to the challenge to Be All You Can Be, spotlighting how their service in The U.S. Army prepared them to join the American Ninja Warrior community for the American Ninja Soldiers social series. The isopod created the perfect environment to strategically align Sgt. Spencer Posey’s Soldier Spotlight and his mission to create a holistic health and wellness program within The U.S. Army.

American Ninja Soldiers Social Series

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Episode 1 NBC Digital Post

Episode 1 Instagram Post

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Episode 2 Instagram Post

Episode 2 Facebook Post

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The Rundown

During the 1,000th episode of The Rundown, host Erin Lim Rhodes shared how the soldiers at Salute to Summer inspired her to take better care of herself and Be All You Can Be. She revealed that The U.S. Army is a great starting point that sets people up for success.

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America's Got Talent Integration

America’s Got Talent

In August, America’s Got Talent spotlighted and thanked The U.S. Army for showing Americans the unlimited possibilities to Be All You Can Be. In a pre-taped package, America’s Got Talent traveled to Joint Base Myer–Henderson Hall, which featured the best moments from The U.S. Army’s Twilight Tattoo – an action-packed military event that provided a glimpse into American history through the eyes of the Soldier. Leading into the integration, a Salute to Summer promo and Sgt. 1st Class Akia Crutchfield’s Soldier Spotlight aired, which strengthened The U.S. Army’s big moment.

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To kick off summer 2023, The U.S. Army and NBCUniversal rallied together to create first-of-its-kind experiences that celebrated The U.S. Army and inspired people to push boundaries to Be All You Can Be. From summer concerts with A-list talent to innovative, interactive experiences to the first-ever co-branded special on Peacock, The U.S. Army and NBCUniversal connected with potential Soldiers and showcased how The U.S. Army can enable them to live out their passions and achieve their goals.

The Changemaker:

Salute to Summer

On 2 JUN, The U.S. Army and NBCUniversal created an exceptional event at Universal Studios Hollywood geared towards Gen Z audiences. The Salute to Summer concert, hosted by Erin Lim Rhodes, celebrated becoming your best possible self with special performances by Nick Jonas, The U.S. Army Rappers, The Voice’s bodie and America’s Got Talent’s Preacher Lawson. Select Soldiers who exemplified the Be All You Can Be mantra were treated to an exclusive meet-and-greet with Nick Jonas.

Salute to Summer at Universal Studios Hollywood

From 2 JUN – 3 JUN, The U.S. Army and NBCUniversal challenged Gen Z attendees to show off their skills and reach their full potential through a custom American Ninja Warrior course in Globe Gardens. To continue the excitement, The U.S. Army owned the area with special performances by The U.S. Army Rappers, interactive games, an immersive 360 photo booth, visually exciting photo opportunities with JLTVs (Joint Light Tactical Vehicles), and a chance to meet real Soldiers and Army personnel. Attendees also received branded U.S. Army merchandise.

BONUS Universal Studios Hollywood App Push Notification

On-The-Ground Social Posts

Universal Studios Social Posts

Nick Jonas Meet-and-Greet

BONUS Universal Studios Hollywood App Push Notification

Salute to Summer Concert in Hollywood

On-The-Ground Social Posts

BONUS On-The-Ground Social Posts

Erin Lim Rhodes Instagram Story

Bodie Instagram Post

Salute to Summer Concert in Hollywood

bodie Instagram Story

Preacher Lawson Instagram PosT

Erin Lim Rhodes Instagram PosT

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Nick Jonas Meet-and-Greet

On-The-Ground Social Posts

Nick Jonas Instagram Story Repost

Peacock Instagram Story Post

The Voice Post

Bodie Instagram Story

The Voice Post

Peacock Instagram Story Post

Nick Jonas Instagram Story Repost

Bodie Instagram Story

Bodie Instagram Post

Preacher Lawson Instagram PosT

Universal Studios Social Posts

Salute to Summer Concert in Hollywood

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NICK JONAS MEET-AND-GREET

Erin Lim Rhodes Instagram PosT

American Ninja Warrior Instagram Story

JLTV

NBC Instagram Story

JLTV

BONUS ATS Handle

AMERICAN NINJA WARRIOR CUSTOM COURSE IN GLOBE GARDENS

NBC Instagram Story

AMERICAN NINJA WARRIOR CUSTOM COURSE IN GLOBE GARDENS

JLTV

Erin Lim Rhodes Instagram PosT

BONUS ATS Handle

NBC Instagram Story

American Ninja Warrior Instagram Story

Instagram Post #1

American Ninja Warrior Custom Course in Globe Garden

American Ninja Warrior Instagram Story

BONUS ATS HANDLE

Instagram Post #2

The Salute to Summer celebration culminated in a 30-minute Peacock special that celebrated The U.S. Army and empowered viewers to Be All You Can Be. Hosted by Erin Lim Rhodes, the special included performances from Grammy and Golden Globe nominated artist and actor Nick Jonas, America’s Got Talent finalist Preacher Lawson, bodie from The Voice, and The U.S. Army’s first hip-hop artists, Staff Sgt. Nicholas Feemster and Staff Sgt. Lamar Riddick. The special also included the three National Soldier Spotlights and exclusive interviews with Sgt. Spencer Posey and Sgt. 1st Class Akia Crutchfield.

Salute to Summer Peacock Special

Salute to Summer Social Posts

Peacock Editorial Placement

Salute to Summer Distribution on YouTube

Peacock Facebook Social Post

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Nick Jonas Meet & Greet Social

Peacock Ad Innovation

Salute to Summer Special

Salute to Summer Promotion

:15 Promo

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Peacock & Nick Jonas Collab Instagram

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Salute to Summer Distribution on YouTube

Salute to Summer Social Posts

Nick Jonas Meet & Greet Instagram Story

Erin Lim Rhodes Instagram Story

Erin Lim Rhodes Instagram Post

Bodie Instagram Story

Preacher Instagram Post

The Voice Instagram Story

Bodie Instagram Story Reshare

Salute to Summer Special

Salute to Summer Social Posts

BONUS Salute to Summer Social Posts

Erin Lim Rhodes Instagram Story Reshare

Preacher Instagram Story Reshare

Peacock Instagram Story Reshare

The Voice Instagram Story Reshare

AGT Instagram Story

Beat the Heat Curator Ad

Peacock Editorial Placement

Salute to Summer Promotion

Peacock Ad Innovation

Spotlight Ad

Engagement Ad

Co-Branded Tile and Program Detail Page

Salute to Summer Distribution on YouTube

Peacock Ad Innovation

Peacock Editorial Placement

High Impact Placement on Main Browser

High impact Placement on "Just Added" Rail

Dynamic NBC TVE In-App PromotioN

Peacock Newsletter Promotion

For fans at home, The U.S. Army and NBCU brought the excitement of the Salute to Summer stage to life with a first-to-market mixed-reality musical experience with the one and only – Nick Jonas! Fans were invited to unlock a special bonus performance of the hit This is Heaven in augmented reality right from their phones. This one-of-a-kind performance was strategically promoted in the special, on Peacock, and across digital and social channels, driving high fan engagement rates.

Salute to Summer AR PERFORMANCE

BONUS Peacock Instagram Story Reshare

Nick Jonas Instagram Story

NBC Instagram Post

AR EXPERIENCE

PEACOCK AR PAUSE AD

Social Posts

AR EXPERIENCE

PEACOCK AR PAUSE AD

Peacock Facebook Social Post

Peacock Instagram Social Post

PEACOCK AR PAUSE AD

Social Posts

AR EXPERIENCE

Sweepstakes

Universal Studios Hollywood

Universal Orlando Resorts

NFT Experience

Universal Studios Hollywood

Peacock Instagram Social Post

Universal Studios Hollywood

Sweepstakes

NFT Experience

Fans everywhere had the chance to celebrate summer with a first-of-its-kind, free NFT. Each exclusive Salute to Summer NFT came with an exciting reward from Universal, Fandango or Peacock. The Salute to Summer NFTs were distributed and engaged Gen Z across Universal Studios Hollywood, Universal Orlando Resort, and through a digital sweepstakes.

Salute to Summer NFTs

Five Towers On-Site Screen

On-Site Signage

Medallion Signage

Street Team

NBC Dynamic Lead Promotion

NFT Experience

Universal Orlando Resorts

Sweepstakes

Peacock Social Post

Bodie Instagram Post

BONUS On-The-Ground Social Posts

On-The-Ground Street Team

On-The-Ground Social Posts

On 16 JUN – 17 JUN, The U.S. Army and NBCUniversal designed an interactive experience right in the heart of the Universal Orlando Resort CityWalk lower lagoon area. Fans enjoyed The U.S. Army’s newly-debuted interactive Foxtrot Hotel exhibit, live performances by The U.S. Army Band Downrange and The Voice’s bodie, interactive games, and must-have U.S. Army-branded giveaways.

Salute to Summer at Universal Orlando Resort

On-The-Ground Street Team

BONUS On-The-Ground Social Posts

Concert in Orlando

On-The-Ground Street Team

On-The-Ground Social Posts

Concert in Orlando

On-The-Ground Street Team

The Voice Instagram Story

Bodie Instagram Post

Concert in Orlando

On-The-Ground Social Posts

Bodie Instagram Story

Bodie Instagram Story Reshare

The Voice Instagram Story

Beat the Heat Curator Ad

:15 Promo

Salute to Summer Social Posts

Salute to Summer Distribution on YouTube

100+ BONUS Airings of Salute to Summer Promos

Comcast NBCUniversal takes great pride in supporting the military community through a multitude of programs that support, inspire, and connect with active-duty service men & women and the Veteran community. Together, Comcast NBCUniversal rallied its portfolio to drive awareness around the Salute to Summer campaign through bonus promotional support.

Salute to Summer Additional Promotional Support

E! Online Big Pic Gallery

:15 Promo

Telemundo – En Casa Con Telemundo Tune-In

NBCU Advertising & Partnerships LinkedIn Post

Comcast Twitter Post

Comcast LinkedIn Post

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In May, The U.S. Army and NBCUniversal gave Soldiers the opportunity of a lifetime – exclusive access to an advance screening of Fast X at Universal Studios Hollywood CityWalk before the theatrical release. The U.S. Army Soldiers and their guests enjoyed an exclusive on-site red carpet experience prior to watching the action-packed film. Key moments captured throughout the event aired alongside the film’s debut on Peacock as a cinematic bumper experience.

Fast X Advance Screening

The Unexpected Experience:

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FAST X CINEMATIC BUMPER EXPERIENCE

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In 2024, The U.S. Army and NBCUniversal will continue the partnership and create bigger, bolder, and more audacious possibilities by focusing on what it means to be a Soldier and Be All You Can Be. Together, The U.S. Army and NBCU will continue to combat misperceptions and reposition The U.S. Army as a driver of future possibilities for Gen Z by spotlighting authentic stories from the Soldiers behind the uniform across NBCU’s biggest cultural moments.

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