U.S. Army: In Our Boots – 360 VR experience

Armed forces branch, the US Army, created a 360 VR experience to show prospects the realities of Army life and drive recruitment numbers in the US.

Campaign details

Brand: US ArmyBrand owner: Government of USAEntrant company: McCann New YorkMarket: North AmericaSector: Military & emergency servicesMedia channels: Direct marketing, Email marketing, Online display, Online video, Search marketing, Social media, Virtual &augmented realityBudget: 5 - 10 million

Executive summary

When the U.S. Army missed its recruitment goals for the first time in over a decade, we thought it was a perfect storm of cultural forces inflating misperceptions. But our problem was much deeper. We had a trust issue with a generation that doesn't believe anything...

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