Brand Experience: Virtual/360
This category showcases how a brand experience beyond traditional advertising can be created. Work that brings a brand or product to life and interacts with a specific target through virtual/360 experiences should be entered.
Virtual Army Experience
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.
Brand: U.S. Army
Client: United States Army (Office of Economic & Manpower Analysis)