Virtual Army Experience – The US Army's powerful new recruiting tool

Ignited LLC, El Segundo, CA

THE SITUATION

The U.S. Army is perennially viewed as offering the weakest career options of the four armed services. And now, amid an unpopular war, a commitment to serve in the Army is an even more difficult decision to make.

Army recruitment advertising has evolved little in over thirty years. While the production quality and media choices have changed, core messaging remains stagnant. In this context, is there a new way of presenting the U.S. Army's career opportunities in a more appealing, relevant fashion? Can we harness the excitement and visceral appeal of today's entertainment technology to demonstrate the true distinction of a career in the U.S. Army?

THE HURDLES