U.S. ARMY — JOINESD.COM

The U.S. Army’s image was suffering among prospects because popular culture often depicts the Army as an outdated and low-tech institution. To change this negative perception, the Army partnered with the summer’s biggest movie, Independence Day: Resurgence. The collaboration included messaging about the Army and its advanced capabilities integrated into the movie’s narrative, and a fully integrated marketing campaign including the site experience, joinESD.com.

Prospects were driven to joinESD.com by an Army recruitment TV commercial. Once there, they could enlist as a Soldier in the ESD and test their skills through 4 challenging STEM missions that followed the plot of the film. Completing each mission unlocked exclusive movie content and scored the players accuracy and efficiency. Most importantly, information and links were displayed so prospects could learn more about related real-life high-tech Army careers. To make the game social, players were encouraged to create a team and invite Facebook friends to join. See the experience at GOARMY.COM

Role: Associate Creative Director, Art Director