I came across a noteworthy campaign from the Army today. It’s a rich media banner ad featuring different characters rotating on the banner. Each is an avatar and representing a young man. Scrolling the mouse over each character causes a description to appear of him: student, athlete, solders. The text invited me to “pick a character,” as if I were playing a video game. Once I picked a character, the advertisement linked me to an army recruiting landing page. When I arrive, I see the same characters on the site, as if now the video game is ready to begin.

The army is leveraging the hip factor of video games in their recruiting. Do prospective recruits enter into the recruitment process with video game expectations in mind? Will using video games and avatars result in attracting better solders? Will they enter combat with unrealistic expectations?

Why don’t you chat live with a recruiter and find out.

Citation info: Army’s landing page are available here.

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