The program took an innovative approach by driving participation in the virtual world and extending it into the real world. The new opportunity to create a custom Slim Jim snack online and then have it printed and shipped to the troops proved to be irresistible for millennials looking to make a difference.

This level of personalization had never been seen before in a USO initiative and was a major driver of success.

Operation Slim Jim ignited a movement among the brand’s 1.3 million Facebook fans. Website and Facebook traffic surged to an average of 10,000 supporters a week joining forces to salute the troops.

The program generated over 30,000 shares through Facebook and Twitter and in the end, 115,000 personal messages were submitted online. The brand then deployed the messages along with 1 million custom Slim Jims to U.S. troops around the world.

Retailer excitement and in-store support for the program hit an all time high and the promotion is already in the works for FY14. Mission accomplished.