2009 SILVER

BRAND EXPERIENCE

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's recruitment campaign has increased its investment in event programs. Because many events promote the spectacle they attend, such as NASCAR, rather than promoting the benefits of a career in the Army, they have failed to deliver results. A new approach called the "Virtual Army Experience" allows people to learn about Army careers, experience a simulated mission and meet soldiers. This approach has generated high-quality leads, reduced the cost per lead and improved qualitative perceptions of an Army career.