Brand Experience: Combination (Live, Virtual/360)
This category showcases how a brand experience beyond traditional advertising can be created. Work that brings a brand or product to life and interacts with a specific target through live and virtual/360 experiences should be entered.
The Army Experience Center - Showcasing Today's Army
The U.S. Army needed an innovative way to communicate its values, resources and career opportunities to a new generation of Americans. Conceived and built over a 10-month period in the Franklin Mills Mall in Philadelphia, the Army Experience Center (AEC) is a 14,500-square-foot technology and education center that immerses visitors in an experience that shatters outdated stereotypes and starts new career conversations. With its touch screen kiosks, state-of-the-art presentation facilities, community events and high-action simulators, the AEC is bringing new ideas and processes to the larger Army recruiting enterprise.
Brand: U.S. Army
Client: United States Army (Office of the Chief Marketing Officer)
U.S. Army Xbox - Halo 3
During the toughest recruiting environment in U.S. history, the goal was to bring Army service into young adults' consideration by intercepting their passion for gaming through the media sponsorship of the Halo 3 Xbox Live Tournament. Extending this sponsorship to multimedia touch points allowed a fully immersive soldier experience, helping prospects understand what it means to serve and inspire them to experience further at goarmy.com. The program shattered all expectations for click-throughs and downloads and generated nearly double leads' projections.
Brand: U.S. Army
Client: United States Army (Manpower & Reserve Affairs)
Agency: McCann Erickson