BrandWeek reports that the Army plans to unveil a pilot concept recruitment center in late August that was inspired by the interactivity of Apple Stores. The center, opening in an unnamed city, will be built around virtual simulations and other experiential marketing techniques to engage
According to the write up, the success of Apple retail centers—as well as attractions like the ESPN Zone—prompted Edward Walters, CMO, US Army, to make a tactical change.
"In the past we've focused on traditional media vehicles," he said "[But] the millennial generation is used to engaging in interactive assets and we need to adapt to them."
The first new recruitment center is designed to be less intimidating and more "like walking into a NASA center," said Walters. It will consist of three large simulators with full-scale mock-ups of Army equipment and wrap-around 270-degree video screens.
"With everything going on with the war effort, you think they would be a little more buttoned up," said Richard Laermer, author of 2011: Trendspotting for the Decade. "Right now there is nothing cool about the Army."
If the test proves successful, many centers will be opened around the country.
Editor's note: Whenever I think about recruiting for the armed services, I always think of Starship Troopers (iTunes link)—"Fresh meat for the grinder, eh?"
Pre-order MobileMe at the Apple Store today.
- Microsoft announces Office 2015, releases Updated Outlook
- Trent Reznor working on project for Apple
- Seth Rogan expected to play Woz in upcoming Steve Jobs movie
- Tim Cook on being gay
- Twelve South bring BookArc stand to Mac Pro
- Walgreens and Apple Pay
- Fitbit bring out three new fitness wristband
- Apple Pay sparks rift between merchants and credit cards
- Podcast: End of Macworld Expo? Mac Hack, Jobs movie + more
- Tool and guides emerge to upgrade older Macs for Yosemite Continuity/Handoff
- Google Inbox
- Memory upgrades for new 5K iMac from Other World Computing
- Dropbox adds iPhone 6/6+, Touch ID support
- Video: How to charge your iPhone 6 faster
- Apple announces iPad Air 2, iPad mini 3
- Apple announces new iMac with 5K display
- OS X Yosemite launches
- Apple updates Mac mini
- Apple Pay goes live October 20
- HBO plans to launch stand-alone streaming service next year
- Macworld/iWorld called off for 2015
- Podcast - Apple Event, iOS 8 Adoption + More
- New Apple event set for October 16th
- Fitbit says not working on iOS 8 Health integration
- 1Password Update for iOS 8 Bugs
Browse and search for more articles