YouthBuzz™ Blog

The Army Goes Experiential

Wow. A trip to the mall will never be the same: the U.S. Army has moved in and set up a sleek retail outlet that makes their typical recruitment centers look like, well, Army recruitment centers. And that’s just one part of the Army’s latest attempts to woo young recruits. The Virtual Army Experience (VAE) is an integrated, experiential marketing campaign that seems to have turned what we all know about the Army recruitment process on its head. We at Youth Marketing Connection think this campaign is innovative enough to warrant a shout-out — particularly because the Army is yet another example of a brand that has figured out that experiential marketing is, dollar-for-dollar, the best way to reach today’s youth.

The program includes a 14,500 square foot retail outlet called the Army Experience Center in a Philadelphia mall that’s staffed by civilians and soldiers donning khakis and polo shirts. Talk about taking the intimidation factor down a notch or 10.  Just by simply putting the soldiers in nicely pressed khakis, they are transformed from unapproachable warriors into clean-cut every-men.  The civilian clothes also helps to suggest the professionalism of the Army, and the kind of future that might follow one’s service.  It tells prospective soldiers that the Army is as much a career move as it is about fighting.  While this might be less important to sixteen-year-old boys who are mostly interested in firing over-sized guns, this makes pitching wary parents easier.   And with flat screen TVs, Xbox 360s and high-tech simulation equipment, the Army Experience increases the fun factor…while not-so-subtly suggesting that Army life is a lot like playing a video game, only more exciting!    

The mall outlet is only one small part of the VAE program. In fact, the biggest draw of the program is its elaborate mobile tour component. The VAE has visited states across the country with a 19,500 square foot space that includes life-sized vehicles, guns, dozens of computers and scores of flat screens.  The use of endless banks of flatscreens here is important: it encourages visitors to associate the Army with high technology — which, in turn, implies safety and control.  As part of the “virtual experience,” potential recruits can “test drive” the Army virtually using high-tech simulation equipment. Participants are briefed before they embark on their virtual journeys and at the end they are presented with their results. The mobile tour, which visits highly-trafficked events such as air shows and state fairs, attracts thousands of visitors at a time.

It remains to be seen how effective the VAE program will be, especially in the midst of an unpopular war. The struggling economy — which is surely changing post-high school plans for young men and women across the country — may also be a factor in enlistment rates.  Regardless of the impetus, though, what is clear is that Gen Y-ers are showing up in droves to see this innovative campaign.  And yet another reason why we are constantly pushing brands to embrace experiential marketing — especially when marketing budgets are looking a bit light.

Note: The Army has not disclosed the name of the agency or agencies involved in the creation and execution of this marketing program. Ignited from California handled design of the mall-based recruitment center, as well as development of the technology. US2, also of California, managed the expansion of the mall space. (Source: Army Deploys ‘Experience Center,’ Adweek, 8/29/08)