Us Army Promo, Case study BEST RANGER COMPETITION by UM

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Industry Government & Other Authorities
Media Promo & PR, Case study
Market United States
Agency UM
Director Lisa Nocella
Creative Rob Piehl
Released August 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: US ARMY
Date of First Appearance: Aug 17 2009 12:00AM
Entrant Company: UM, New York, USA
Entry URL:
Senior Vice President: Mike Racic
Media Supervisor: Dean Jayson
Associate Media Director: Chris Brooks
Media Supervisor: Lisa Catucci
Account Executive: Charlotte Arthur (MRM Worldwide)
Media Supervisor: Robbie Glasser
Media Planner: Matt Lorenzoni
Media Planner: Matt Smith
Director: Lisa Nocella (McCann Erickson)
Creative: Rob Piehl (MRM Worldwide)
: Michael Slee (Zaragoza Pictures)
: Wayne Stovall (Peoples Creative)
Media placement: Best Ranger Competition Branded Channel -, PS3, Xbox,, - 17 August 2009
Media placement: IPhone Full Screen Video Interstitial - (IPhone) - 17 August 2009
Media placement: TV Animated Billboard With VO - ESPN Sportscenter, ESPN Baseball Tonight, - 17 August 2009
Media placement: Radio Billboards - ESPN Radio - 17 August 2009
Media placement: Print Insertions - ESPN The Magazine - 17 August 2009
Media placement: “Masthead” Content Window Takeover - - 17 August 2009
Media placement: Pre-Roll Video Overlay Network - AdoTube, Tremor Media - 17 August 2009
Media placement: Online Banners Network -, Sony Entertainment Network - 17 August 2009
Media placement: Digital OOH Video And Banners - Ecast - 17 August 2009
Media placement: Online Banners And Video -, - 17 August 2009

Results and Effectiveness
The effectiveness of the content as a recruitment vehicle combined with the tremendous over delivery of views compounded the success of the programme. Exposure to the webisodes resulted in (per Dynamic Logic): - 32% Lift in Seek More Info on the Army Intent - 35% Lift in Speaking to an Army Recruiter Intent - 44% Lift in Enlisting in the Army Intent Total Views of BRC Webisodes: Guaranteed: 2,630,000 Delivered: 5,844,282 Percentage over delivery: 122% Clicks to Guaranteed: 505,556 Delivered: 1,022,996 Percentage over delivery: 102% The touch-screen game (Digital OOH) broke an Ecast record for average time spent (00:57)

Creative Execution
The Army’s Best Ranger Competition reality show leveraged a groundbreaking distribution plan. The first ever Video Game Console Takeover for a branded content video series on Xbox and PS3 was punctuated by a team of guerrilla marketing avatars dressed in “Army Strong” T-shirts in PS3 HOME. The camouflage-clad avatars directed gamers to the movie theatre, where Best Ranger was showing in HD, to pick up their own virtual Army T-shirt. If watching wasn’t enough, gamers could experience the shooting range and obstacle courses via the Best Ranger Competition touch-screen video game on Digital OOH screens across the country. The digital OOH screens complemented the robust awareness push on Hulu and ESPN. Both of these properties, known for delivering premium entertainment, agreed to ingest the Army’s new reality show. On the iPhone, a full page video interstitial on ESPN rounded out a cross platform promotional push across all of ESPN platforms.

Insights, Strategy & the Idea
Despite the economic downturn, a career in the military forces is still not a popular choice for males aged 18-24. In addition to a general lack of predisposition, the few who are considering a career in the military forces consider the Army a less appealing option. Our communication challenge was simple: to get candidates considering a career in the military forces to consider the Army. Our approach took into consideration the fact that gaming consoles have evolved into entertainment centres capable of much more than gameplay. We combined this insight with the tried and tested popularity of reality-based TV shows. The Army’s gruelling annual Best Ranger Competition, akin to a “decathlon in combat boots” offered an action packed backdrop for a branded reality show. Timing was everything. The August 17th launch of the Army’s new reality show provided a burst of fresh entertainment during the notoriously slow end of summer period.