First a social hub was built: dropandgivethem10.com. All traditional and nontraditional roads led here. The site was the primary gathering place of the user- generated library of photos, postings and written support. Online banner advertising, Facebook advertising, an engaging, animated :15 second TV spot, internal posters and full-page print all promoted the cause and the site.

730,000 online impressions. Nearly 180,000 pushups contributed, which translated into a $50,000 contribution to Wounded Warrior Project®. More than 3,000 user-generated photos submitted, including wedding parties, U.S. congressmen, sports celebrities, military units in Afghanistan, hundreds of employees and even pets.