Bank of America has been supporting the troops for over 90 years, but amidst a sea of bad press, the good the bank was doing was not being fully recognized. The “Express Your Thanks” campaign was created to inspire and invite fans, customers and military families to express their thanks to the troops through an engaging experience across a range of channels. We had a tight deadline of 6 weeks to conceptualize the digital experience and make it consistent across all offline activations (in stadiums, banking centers, atms, sporting events, roadshows etc.). To achieve the best results, we organized the team to work in an agile fashion and implemented lean ux techniques. We created an experience that allowed users to easily submit their thanks from any device or social channel. We also provided users an immersive and interactive gallery and mosaic experience to view others’ expressions of thanks. To support this execution, we created a robust back-end that curated and moderated all submissions from twitter, instagram, facebook, and the website. The use of Responsive Web Design allowed our content to be accessible and increased submissions by 15%. The result of the campaign exceeded all our projections. We received 323,000 expressions of thanks. We reached a Virality rate of 170% and Net Sentiment Score of 240% (compared to other Bank of America posts. Source: Turk Sentiment Data and Facebook Insights). Comments like “I really like what you’re doing here and it’s actually changed my opinion of Bank of America for the better” – Twitter user, makes us feel we successfully met user and business goals!