U.S Navy: FY13 interactive & enhanced TV campaign

This case study describes how the US Navy used a video-based campaign to engage young people and raise awareness of job opportunities within the Navy.

U.S Navy: FY13 interactive & enhanced TV campaign

Lowe Campbell Ewald

Objective of the campaign

We know that almost half of all mobile users use their mobile devices as second screens while watching TV and that a substantial amount of those people use their devices as a supplement to a TV program (Nielson Q1 2013 report)

We also know that mobile, second screen and digital media consumption has a huge impact on how people interact with a brand. And gaining the undivided attention of our target TV viewer is becoming increasingly difficult.

The challenge was to keep the Navy brand...

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