Brand Week reports that the US Army plans to wage a game-oriented attack on subpar recruiting efforts.
In August the Army will unveil the first of a new wave of recruitment centers in which prospective soldiers will play America’s Army and fly missions in Apache and Blackhawk helicopter sims.
Apple’s retail stores and venues like the ESPN Zone are said to be the inspirations behind the new approach. Army official Edward Walters told Brand Week:
In the past we’ve focused on traditional media vehicles. [But] the millennial generation is used to engaging in interactive assets and we need to adapt to them.
From the description, the days of handing would-be recruits a brochure will soon be over:
The first new recruitment center is designed to be less intimidating and more "like walking into a NASA center," said Walters. It will consist of three large simulators with full-scale mock-ups of Army equipment and wrap-around 270-degree video screens…
The Apache simulator allows a pilot and co-pilot to experience the aircraft and its weapons systems. The Black Hawk helicopter simulator provides four door gunner positions. And, the armored HMMWV vehicle simulator has positions for a driver and several gunners. The centers also will include an area where visitors can compete in America’s Army, a videogame…