U.S. Army - New approaches

When it comes to raise public interest, U.S. Army is using all weapons available. One of the most successful initiatives is the development of a on-line multiplayer game called America´s Army.

Distributed freely at no cost, the first release consumed $ 7 Mi and it´s maintenance costs $2 Mi a year. The investment quickly paid off and the main goal was acchieved: Recruitment website traffic improvement by 30%. "Created by the Army, developed by the Army, because no one understands the Army like the Army" - with this appeal, the game has more than 5 millions of registered players around the globe and the average of 5.000 simultaneous gamers playing on-line. 

The latest marketing initiative is a web-based reality show called "Straight from Iraq".

Targetered primarily for people with interest in a career in the Army, this show will depict how life is like in Iraq. You may send questions to the soldiers and receive their answers.