The Marine Corps is currently experiencing a significant rift between its traditional American values from the 20th century and the modern attitudes of American youth today. This generation is generally less interested in serving organizations that they feel disconnected from. As a result, it has become a huge challenge for the Marine Corps to establish itself as a meaningful and relevant institution in the minds of this new demographic.
How we did it —
To help get more of the recruitment target interested in this potential career switch, the U.S. Marine Corps and its long-serving agency Wunderman Thompson teamed up with Izea and CineSalon for a unique series of content involving gamers and content creators.
The influencers were taught to use automatic weapons and were given physical training in the form of pull-ups, crunches, and runs. They were subjected to simulated combat scenarios to assess how their abilities translated to real-world situations.
CineSalon and Izea provided creative concepting, location scouts, influencer management, contracting, production, and post over a 3 year period spanning coast to coast.
Results
The campaign exceeded expectations and was picked up by multiple news outlets. It created dialogues between gamers and the Marine Corps that didn't exist before.
Besides archiving the desired goal, content numbers exceeded 45M views, and almost double the amount of impressions.
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