World of Warcraft Guide

Why a Killer is the Army game are the best recruiting tool

By David Verklin and Bernice Kanner
The authors of Watch, Listen, click here

Since the last report for duty recruits in December 1972, Uncle Sam has had to hustle to staff an armed volunteer force. In the case of the U.S. Army, that meant recruiting 80,000 new soldiers every year - essentially replacing more than the entire workforce of BellSouth every 12 months.
Advertising did the trick at first. After "Today's Army wants to join you" failed, in January 1981, "Be All You Can Be" became the battle cry. For two decades, wrapped around ads that made this group look as adventurous as an Outward Bound course, that resonated with 17-of-24-years old (of which the Army is the largest employer in the nation). Then in 2001, which was sunk by an "army of one." ("Although there 1,045,690 soldiers just like me, I am my own force. . . ") Critics scoffed that the new slogan was wrong box (not the most valued according to individuality in the barracks?), The Army said it was effective.
Then Iraq exploded.
Despite the addition of thousands of additional recruiters, increasing enlistment bonus and funding for college, fattening the ad budget, and ratcheting up the patriotic appeal, the Army could not fill their boots.
So the Army added more marketing weapons. Have been organized town hall meetings where civilians could meet soldiers and hear about their accomplishments. Tried product placement: Army mechanics of Discovery Channel Monster Garage tricked out a Jeep. And launched a video computer game to fund the participation that quickly became a gold standard of "advergames" for its effectiveness and realism. Players take a role as real as the Military Intelligence (18F), Engineer (18C), Communications (18E) and Combat Medic (18D), and the same weapons the Army has. And when heat to the race, his goal is less precise.
Before he was released on July 4, 2002, many hoped that the game of 7.3 million U.S. dollars would join ranks of the $ 436 hammer and $ 640 toilet seat as a study of excess. Few predicted "America's Army" would become the artillery the most effective marketing tool that gives the authentic military experience in a voice that prospective recruits want to hear.
More than seven million users have registered (anonymously in order to crush any fear of recruiter harangues) with 10,000 and 50,000 new ones downloading the shoot-em-up daily. Operating in a dozen and hunting missions, players move through the phases of soldierhood - drilling in basic training, the objective of practicing with an M-16, learning about emergency medicine base, and, finally, diving into battle. The game has been downloaded more than 16 million times, 20 percent of entering cadets at West Point have played it, and between 20 and 40 percent of new Army recruits have played so well.
"They seek him and not vice versa," said Chris Chambers, deputy director Army Game Project Army's office of Economic Analysis and Manpower. With an average cost of 10 cents per hour versus $ 5 to $ 10 per hour for a TV commercial offers immersion rather than mere impression.
"America's Army" has proven to be powerful weapons to shop official game quickly sold collectibles business for action figures, clothing, coffee mugs, and other gossip adorned with the logo. The Army builds parties and tournaments all around the country. A digital version and sequels as "America's Army: Special Forces", where players try to win the Green Beret by completing the Special Forces missions, have been released. Apple created an imitation: Boot Camp. And now even the army is widely used in training.
Uncle Sam needs you. . . to play. . . and not alone. Everyone is getting in on the virtual action. Some, like the Army, create a set of joint work as a sales catalog. Just as the Army promoted its pro-military message through the game, the United Nations World Food Programme aims to educate on his mission to combat hunger worldwide. In "Food Force," players steer a helicopter over the war-torn island of Sheylan, (a mixture of fiction between Sri Lanka and Somalia) and drop relief supplies to a population with little protection and less food. Or they create food rations, the schedule shipments, or take a supply truck through hostile terrain.
In the racing game, "Volvo Drive for Life" (playable on Microsoft's Xbox) players are not rewarded for finishing first, but also to prevent accidents. Wander in for a test drive in a Volvo dealer and you can try in the room exposure. Dealers may grant rounds in selecting prospects and customers. After his trompe real pet through "Fight Night Round 3" (Xbox 360), Burger King created action games around its bizarre king and made available for just $ 3.99 to customers who bought a value meal. (Most games sell for at least 12 times.) Nike went beyond athletes wearing its shoes in the video game NBA 2K6: Tournament players are given different pairs of virtual footwear and choose what to put in your Nike shoe box according to the task. You can also customize the shoes with the customization feature it is in the Nike iD website.
In other advergames, marketers hitch a ride. In "CSI: 3 Dimensions of Murder," The capabilities of control Visa fraud-shine when a suspicious charge on the credit card of the victim triggers an investigation of forensic science-team. In "Tom Clancy's Splinter Cell Chaos Theory ", the protagonist, secret agent Sam Fisher, scales a bright neon sign for Axe deodorant and quietly enters a café inhabited by a Diet Sprite Zero vending machines. (Axe also created Mojo Master, an online game about picking women.) In "Splinter Cell: Pandora Tomorrow, "Fisher retrieves a message from a Sony Ericsson smart phone to know who is the villain. In" Burnout Revenge ", players lead and an accident of Carl's Jr. delivery trucks. And the players on "Activision True Crime" titles take a break from fighting gangs to recover Puma shoes stolen.
Some vendors install games on corporate web sites or designated URLs, like "Life Saver Candy Stand," or FiletoFish.com, website a division of McDonald's posted "Shark Bait" (in English and Spanish). Players must protect the fish fillet sandwich to attack sharks. For Wachovia, Carat Fusion recreated the tricky par-3 17th hole at Quail Hollow Club in Charlotte, North Carolina. Players assess the distance and wind conditions in the 217-yard hole to pick up a club: crowd noise lets them know if they have done a good virtual swing. Wachovia has sponsored the annual PGA championship since 2002: The Party was formed to promote that, sell tickets and create viral buzz. H & R Block "Deduct-A-Buck" game on the website deductabuck.com is tax time this season. Players who correctly answer questions about what can legally write off in this game-seventy-TV-show-style quiz to win prizes.
Hollywood and Nashville just launch a movie or a song without serving one side of the game. And despite strong royalty rates for movie titles, the action a success almost certainly be reincarnated on a console. Turner's "Witchblade" promoted the TV series and games around the Men in Black II, Spider-Man, and The Crocodile Hunter: Collision Course was created to promote new releases. Along with ads for Sprite, the sci-fi game "Planetside" featured ads the film Deuce Bigalow: European Gigolo, and in the free version of "Anarchy Online", a 15-second trailer for V for Vendetta played in a continuous loop. Announcements of "Batman Begins" in "Splinter Cell", were scheduled for launch in local markets.
The Da Vinci Code got its own set of PS2. Paramount Pictures drawn a Mission: Impossible III game for cell phones, while Miami Vice had an accompanying game to play Sony portable PSP.
This is more than just fun and games. Yankee Group estimates that by 2007 a serious player who lurk around every fourth household in America. Nielsen said that three of every four households with children under 34 have a gaming system. More people kill orcs in the medieval-style quest for virtual gold and power, "World of Warcraft, living in Denmark. In 2006, players from around the world were more than 100 million PlayStation2s and 40 million Xboxes. In the United States, games video has already raised more money than movie box offices, and Yankee Group says the industry will exceed 8.3 billion U.S. dollars in 2008. At PricewaterhouseCoopers says world will reach 55 billion U.S. dollars by 2009. That explains why a cottage industry in Los Angeles is based game consoles in the back of Lincoln Navigator.
Overall, interactive ads embedded in quizzes and games made up more than $ 1 billion of the $ 12.5 billion in online advertising revenues in 2005, according to the Interactive Advertising Bureau. Nielsen (which now measures the industry) expects advertising spending within games will jump from $ 75 million in 2006 $ 1 trillion by the year 2010. Mitch Davis, CEO of Massive, thinks it could be almost double - and represent about 3 percent of all media spending communication, just below what advertisers spend online.

Copyright © 2007 Carat North America, Inc. in the book Watch, Listen Up, click Verklin here for David and Bernice Kanner Published by John Wiley & Sons Inc., April 2007, $ 24.95US / $ 29.99CAN; 978-0-470-05643-1

About the Author

David Verklin is CEO, Carat Americas, and Chairman, Carat Asia-Pacific. Carat is the world's largest independent media buying operation. He frequently speaks to executives in marketing, media, and management. He appears as a media analyst on CNBC, ESPN, and MSNBC and is regularly quoted in the New York Times, the Wall Street Journal, USA Today, and the Washington Post.
Bernice Kanner was a marketing expert and the author for thirteen years of New York magazine's "On Madison Avenue" column. Her books include The 100 Best TV Commercials: . . . and Why They Worked and The Super Bowl of Advertising: How the Commercials Won the Game.

Visit www.watchlistenclick.com for more info.

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