Agency: Momentum Worldwide
Client: U.S. Army
The U.S. Army is all about the experience, so conveying that experience is key to the military arm’s marketing strategy. Since it shows potential candidates what life in the Army would be like, an experiential strategy drives a high level of pre-qualified candidates and dispels any preconceived notions candidates might have. With this campaign, the Army wanted to add a mobile campaign to its existing support of NASCAR and other sponsorships that would “more directly connect the event experience with the leadership aspirations and lifelong rewards that come with a career in the Army.” The primary target was males/females 17-24.
With budget considerations but high aspirations, four Strength in Action tours (a total of 28 vehicles) — each with eight individual experiences, including aviation, defender and fitness trailers — were implemented regionally to keep travel costs down, while materials were built with modular components to easily fit through the doors of a high-school gym but be large enough in scope to support a major event. Materials included a media screens, digital scrolling marquee and content streamed from goarmy.com, highlighting different careers, events and other U.S. Army opportunities. The Army also wanted to create maximum reach with a minimum number of vehicles and assets by manipulating them in a variety of complicated configurations.
Data collection was also vital. Event registrants’ paths were tracked through RFID-enabled dog tags, providing recruiters with real-time data that allowed them to engage in conversations about passions, interests and goals. The device also recorded the amount of time prospects spent talking with recruiters and assets and determined their likelihood to sign up, as well as pre- and post attitudes toward the Army.
The U.S. Army generated more than 50,000 leads and 45 million impressions from the tour. Sixty percent of attendees improved their opinion of the Army either slightly or significantly as a result of their experience.
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