Fourteen elite National Guard Soldiers entered a punishing five-day competition to see who’s the best of the best. We created buzz about the competition then covered the crap out of it. We developed a 360 campaign with everything from a microsite with real time updates to a “What kind of Warrior are You?” Facebook app. The actual coverage of the event produced 30+ online content films, a documentary, thousands of uploads and was almost as grueling as the competition. Our campaign was runner up for an Effie. Damn Boy Scouts.