2009 GOLD

GOVERNMENT, INSTITUTIONAL & RECRUITMENT

VIRTUAL ARMY EXPERIENCE

U.S. ARMY, U.S. ARMY (OFFICE OF ECONOMIC & MANPOWER ANALYSIS)

Casey Wardynski, Col.
Michael Marty, Maj.
Randy Zeegers, Lt. Col.

IGNITED LLC

Eric Johnson, Pres.
John Truscott, Exec. VP-Acct. Services
John Carlisle, Acct. Dir.
David Lock, Event Mgr.
Brynn Harris, Dir.-Experiential
Oogie Lee, Design Dir.
Jarrett Farls, Assoc. Creative Dir.

The U.S. Army faces a constant struggle to achieve annual recruitment goals. Potential recruits describe current Army recruitment advertising as out of touch with their lives and irrelevant to their situation. A new approach called the "Virtual Army Experience" uses an event-based method that allows young people to learn about Army careers, experience a simulated mission and meet Army soldiers. This approach has generated quality leads, reduced the cost per lead and improved qualitative perceptions of a career in the U.S. Army.