Multiple branches of the military plan to use the nation’s most high-profile events this year to market to young Americans looking to turn the tide on the ongoing draft crisis.
According to Military.com, military departments are looking to creative ways to reach America’s youth during the Super Bowl, including purchasing traditional advertising space and That includes trying to use social media to garner attention as millions of Americans pay attention to the big game.
The promotion comes as multiple branches are trying to reverse their recruiting fortunes after the Army, Navy and Air Force all missed their targets last year. The Army, which has been hit hardest by the crisis and fell short of its recruitment goal of 10,000 recruits last year, has bought ad space for 12 30-second commercials on ViX and Paramount+, which stream games in Spanish. Reported. Report.
According to the report, the Army considers Hispanics to be a key demographic to reach to fill the troop shortage, as they have been disproportionately likely to join Hispanic units in the past few years. It is said that there is
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Armed Joint Force Color Guard during Super Bowl LVII between the Kansas City Chiefs and Philadelphia Eagles at State Farm Stadium on February 12, 2023 in Glendale, Arizona. (Andy Lewis/Icon Sportswire via Getty Images)
The Army also purchased advertising space on Reddit and Instagram in hopes of reaching young Americans who use social media during games, according to the report.
Air Force will also be prominent during the game, with the Air Force Thunderbirds scheduled to fly over Allegiant Stadium before the game. The chapter also created a filter on Snapchat designed to immerse fans in the stadium or at home during high-flying flights, and a QR lens that allows viewers to put themselves in the pilot’s seat on the social media platform. The code has been published.
“The front camera puts the user in the cockpit of a Thunderbird uniform, flying over Las Vegas,” Barry Dickey, director of strategic marketing for the Air Force Recruiting Office, told Military.com. “The back camera starts up his six F-16s in formation, depending on where you are in the stadium, his Falcons fighting F-16s.”
The Air Force also reportedly purchased a 30-second ad to be aired on the Jumbotron during the game.
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The in-stadium effort follows Air Force participation throughout the week, including a booth at the NFL Experience Center, where recruits met with the 22-year-old Air Force second lieutenant and received information about the benefits of joining the chapter. be able to. Madison Marsh recently won the 2024 Miss America pageant. In the future, the branch partnered with Las Vegas Sphere by providing images used in his 3D advertisements.
Miss Colorado Madison Marsh has been named Miss America 2024. (Getty Images)
Meanwhile, the Navy will also physically join the Air Force, with two members of the Navy Band scheduled to be on the field for the Joint Military Color Guard before the game, a Navy spokesperson told FOX News Digital. In addition, Navy will “air a 30-second Super Bowl in-game commercial in 14 major recruiting markets across the United States.”
“Featured creatives include two commercials from Forged by the Sea’s “Never” campaign, What Matters and Strong Enough, and a new creative developed to promote the Naval Reserve: The Navy Reserve: The Navy Plus So Includes Much More. “Navy will air a national commercial during the Super Bowl livestream on Paramount Plus,” the spokesperson said.
The report says the Marine Corps, the only of the four branches to meet its recruiting goals last year, will not run ads during the Super Bowl, but the Marine Corps will air four pregame and postgame commercials on Paramount+. The report states that the company purchased advertising space for the purpose of
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A spokesperson for the branch told Military.com that the ads feature the Marine Corps’ “Changing Threat” ad campaign, which is intended to increase brand awareness for the branch. It is said that there is.
Undergraduate students listen to a story from Staff Sergeant, a recruiter in the U.S. Marine Corps. Tim Norris during a recruiting presentation on the Rutgers University campus. (Robert Nickelsburg/Getty Images)
“The heart of the Marine Corps is not the platform. It’s the individual Marine,” Lt. Col. Rob Dolan, director of marketing communications for Marine Corps Recruiting Command, told Military.com. “The concept behind the Changing Threat campaign is to convey the Marine Corps’ identity to this generation of Marine candidates while explaining who we are and what we do for our nation. ”
Military.com said none of the branches disclosed how much money they spent on Super Bowl ad campaigns, but the Super Bowl is typically one of the most expensive advertising events of the season. .
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The Army, Air Force and Marine Corps did not immediately respond to Fox News Digital’s requests for comment.
