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Why a Killer Video Game is the Us Army's Best Recruiting Tool

By David Verklin and Bernice Kanner
The authors of Watch This, Listen Up, Click Here

Since the last recruited took office in December 1972, Uncle Sam has had to hustle to staff an all volunteer, armed force. In the case of the U.S. military, which meant recruiting 80,000 new soldiers each year – essentially replacing more than the total workforce of BellSouth every 12 months.
The publication has been the case initially. After "Wants Army today to join you" fizzled, in January 1981, "Be All You Can Be" became the battle cry. For two decades, wrapped around ads that made this branch Look as adventurous as an Outward Bound course, it has resonated with 17 to 24 years (including the army is the largest employer in the country). Then, in 2001, that was scuttled for an "Army of One." ( "Even if there are 1,045,690 soldiers just like me, I am my own force…") Critics scoffed that the new box slogan was misguided (is not more valued than individuality for conformity to the barracks?); The army said it was effective.
Then Iraq exploded.
Despite the thousands of recruiters to add additional raise the premium commitment and funding for college, the budget for the fattening of ads and ratchet to the call of patriotism, The army could not fill his boots.
So the Army has added more marketing weaponry. She has hosted public meetings where civilians could meet soldiers and hear about their accomplishments. It tried product placement: the mechanics of the Army Monster Garage on the Discovery Channel decked out in a jeep. And it has launched a computer game engage in substantive video quickly became a gold standard of "advergames" for its effectiveness and realism. Players take the roles as the real military intelligence (18F), Engineer (18C), Communications (18E) and Combat Medic (18D) and fire the same weapons the Army has done. And when they set fire to race, their aim is less precise.
Before he was released July 4 2002, many feared the game $ 7.3 million will join the ranks of the $ 436 hammer and $ 640 toilet seat as a study of excess. Few predicted "America's Army" would become the artillery of the marketing tool more effective, conveying the authentic military experience a voice that prospective recruits want to hear.
More than seven million users have registered (anonymously so as to stifle fear of recruiter harangues) with 10,000 to 50,000 new downloading the shoot-em-up daily. In a dozen operations and missions Gunning, players progress through the steps of soldierhood – drilling in basic training, target practice with an M-16, learning of the emergency medicine core and, finally, diving into combat. The game has been downloaded over 16 million times, 20 percent of entering cadets at West Point, have practiced, and between 20 and 40 percent of new army recruits have been as well.
"They look rather than the reverse," said Chris Chambers, deputy director of the Army Game Project within the Army Office of Economic and Manpower Analysis. At an average cost of 10 cents per hour against $ 5 to $ 10 an hour for a TV spot, it delivers an immersion rather than just printing.
"America's Army" has proved to be powerful weapons such as an official game store does brisk business selling collectible figurines, clothing, coffee mugs, and other gadgets bearing the logo. The Army strengthens the parties and tournaments across the country around it. A wireless version and suites including "America's Army: Special Forces, "where players try to win a green beret in fulfilling the missions of Special Forces, have been released. Apple has created a knockoff: Boot Camp. And the Army now uses extensively even in training.
Uncle Sam needs you. . . to play. . . And it is not alone. Everyone is in the virtual action. Some, like the army, creating a whole game that functions like a sales brochure. As the Army to promote its pro-military message through gameplay, the United Nations World Food Program aims to inform on his mission to fight against hunger in the world. In "Food Force", players steer a helicopter over the war torn island of Sheylan, (a fictional cross between Sri Lanka and Somalia) and relief supplies to a drop in population with little shelter and food. Or they create food rations, schedule deliveries, or take a supply truck in hostile terrain.
In the racing game, "Volvo Drive for Life" (playable on Microsoft's Xbox), players are rewarded not for finishing first, but to avoid accidents. Walk-in for a test drive at a Volvo dealer and you can try in the showroom. The dealers can provide game cartridges on select prospects and customers. After tromped by Royal Mascot "Fight Night Round 3 (Xbox 360), Burger King created action games around its bizarre king and made available for only $ 3.99 to customers who bought a value meal. (Most games sold for at least 12 times that). Nike goes beyond athletes wearing its shoes in the video game NBA 2K6: Tournament players are given different pairs of virtual footwear and choose to set the record of his Nike shoe according to the task. They can also customize the shoes to personalization as well as on the website of Nike iD.
In other advergames, marketing hitchhiking. In "CSI: 3 Dimensions of Murder" Visa fraud, monitoring capabilities shine when a suspicious activity on credit card of the victim initiates the investigation by a forensic science – Team. In Tom Clancy's Splinter Cell Chaos Theory, "the protagonist, secret agent Sam Fisher, scales a bright neon sign for Ax and enters a lunchroom quietly inhabited by a Diet Sprite Zero vending machine. (Axis also created Mojo Master, an online game on picking up women.) In "Splinter Cell: Pandora Tomorrow," Fisher retrieves a message from a Sony Ericsson smart phone who is the villain. In "Burnout Revenge", players drive and crash a Carl's Jr. delivery truck. And the players in Activision's True Crime "Titles take a break in the fight against gangs to recover stolen Puma sneakers.
Some retailers install games on sites Web business or designated URLs, like "Life Saver Candy Stand, or FiletoFish.com, the website where a division of McDonald's posted" Shark Bait "(in English and Spanish). Players must protect the net-of-fish sandwich from attacking sharks. For Wachovia, Carat Fusion recreated the delicate 17th hole par 3 at Quail Hollow Club in Charlotte, North Carolina. Readers judge distances and wind conditions on the 217-yard hole to find a club: Crowd noise they shows whether they have made a good virtual swing. Wachovia has sponsored the championship of the annual PGA since 2002: The game has been shaped to that of sell tickets, and create viral buzz. H & R Block "Deduct-A-Buck" game on the website is tax deductabuck.com seasonal. Players who correctly answer questions about what they can legally cancel this seventy-TV-quiz-show-style game win prizes.
Hollywood and Nashville hardly launch a movie or song without serving more than one side of the game. And despite the royalty rates very high for the film titles, a successful action will almost certainly be reincarnated on a console. Turner's "Witchblade" promoted the TV series, games and built around the Men in Black II, Spider-Man, and Crocodile Hunter: Collision Course was designed to promote new releases. With ads for Sprite, the sci-fi game "Planetside" SHOWCASE for film Deuce Bigalow: European Gigolo, and in the free version of "Anarchy Online" a 15-second trailer for V for Vendetta played in continuous loop. Classifieds for Batman Begins in "Splinter Cell" were timed his exit from local markets.
The Da Vinci Code got its own PS2 game. Paramount Pictures drawn a Mission: Impossible III game for cell phones while Miami Vice had an accompanying game to play on handheld Sony PSP.
It's almost more fun and games. Yankee Group estimates that by 2007 a serious gamer will lurk in every fourth household in America. Nielsen said that three of four residences with guys under 34 have a gaming system. Orcs kill more people in the medieval style quest for virtual gold and power, "World of Warcraft," than live in Denmark. In 2006, players from around the world from more than 100 million PlayStation2 and 40 million Xbox. In the United States, video games already raked in more money than movie box office, and the Yankee Group indicates that the industry Top is 8.3 billion dollars by 2008. PricewaterhouseCoopers says globally it will reach 55 billion dollars by 2009. This explains why a craft in Los Angeles builds game consoles into the backs of Lincoln Navigators.
Collectively, the interactive advertisements embedded in quizzes and games made up more than $ 1 billion of 12.5 billion dollars in online advertising revenues in 2005, according to the Bureau of interactive advertising. Nielsen (which now measures the industry) provides that advertising spending in games will grow from 75 million dollars in 2006 to $ 1 billion by 2010. Mitch Davis, CEO of Massive, thinks it could be almost twice that – and represent about 3 percent of spending in all media, just a little of what advertisers spend on the Internet.

Copyright © 2007 Carat North America, Inc. in the book Watch This, Listen Up, Click Here by David Verklin and Bernice Kanner published by John Wiley & Sons Inc, April 2007 $ 24.95US / $ 29.99CAN; 978-0-470-05643-1

About the Author

David Verklin is CEO, Carat Americas, and Chairman, Carat Asia-Pacific. Carat is the world’s largest independent media buying operation. He frequently speaks to executives in marketing, media, and management. He appears as a media analyst on CNBC, ESPN, and MSNBC and is regularly quoted in the New York Times, the Wall Street Journal, USA Today, and the Washington Post.
Bernice Kanner was a marketing expert and the author for thirteen years of New York magazine’s “On Madison Avenue” column. Her books include The 100 Best TV Commercials: . . . and Why They Worked and The Super Bowl of Advertising: How the Commercials Won the Game.

Visit www.watchlistenclick.com for more info.

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