2009 SILVER

BRAND EXPERIENCE

U.S. ARMY XBOX - HALO 3

U.S. ARMY, U.S. ARMY MANPOWER & RESERVE AFFAIRS

Michael J. Sullivan, Deputy Asst.-Mktg. & Recruiting
Suzanne Nagel, Chief-Media, Web & Licensing

MCCANN ERICKSON

LisaAnn Nocella, Dir.-Total Comm., U.S. Army

MRM

Jon Schneider, Dir.-Client Services

UNIVERSAL MCCANN

Mike Racic, Sr. VP-Digital Dir.

During the toughest recruiting environment in U.S. history, the goal was to bring Army service into young adults' consideration by intercepting their passion for gaming through the media sponsorship of the Halo 3 Xbox Live Tournament. Extending this sponsorship to multimedia touch points allowed a fully immersive soldier experience, helping prospects understand what it means to serve and inspire them to experience further at goarmy.com. The program shattered all expectations for click-throughs and downloads and generated nearly double leads' projections.