In 2007, the Marine Corps wanted to take their story beyond the borders of their own sites, leveraging the reach of social networks to broadcast a relevant brand experience. The Marines MySpace Page provided a natural platform to launch this new effort.With this in mind, we developed the Marines Pledge Engine: a robust application that invites friends, family, and future Marines to make a meaningful statement about their values. In doing so, each person creates a personalised video declaration connecting their ideals to those of the Marine Corps. The Pledge Engine delivers a custom-edited 30-second video built on each user’s statement. Pulling from over 200 video clips, 95 phrases, and 5 soundtracks, the engine builds each user a personal declaration that’s true to the pledge and true to the Corps. In total, there are 750 unique pledge combinations.Results: During the first two months the Pledge Engine was live, the Marines MySpace page averaged 7,000 visits a day. More than 4,400 people embedded their pledge within their MySpace Profile, and over 1,000 sent an email invite to a friend. All told, the Pledge Engine attracted nearly 500,000 visits, and about 600,000 video plays, and word is still spreading.URL: http://pledgeengine.marines.com/pledge.html