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Hypergene MediaBlog » Army's new marketing ammo: games and community

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Monday, 04 Nov 2002

Army's new marketing ammo: games and community

America's ArmyIn the taxi cab ride to the airport last Friday, we heard this piece on NPR about U.S. Army’s latest recruitment tool: a video game called America’s Army.

In addition to this free first-person, massive multi-player game, the Army has loaded their viral marketing engine with all the online community ammo: game tournaments, media downloads, forums, weblogs and fan sites. Coming soon to their arsenal: a role-playing SIM called Soldiers.

The Army is doing some smart stuff here, using the network for what it does well. Online community combined with gaming, gives them quite an infectious marketing punch. It reminds of a conference we attended last year, Playing the News, where we discussed how news media should consider the use of games.

Kudos for NPR, who used their Radio Rookies program to enlist 17-year-old Marc Delgado to do this segment. Unfortunately, the piece somewhat misses the point. Marc and his late-teen friends might not be the prime target for this marketing effort. It’s children much younger, who really haven’t made up their minds about the military. This is a teaching tool, loaded with detailed information about each weapon and the training practices of the Army.

Posted on Nov 04, 2002 | 4:17 pm EST
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