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U.S. Army Experiments with Experiential Marketing in Philly

The U.S. Army has just unveiled the “Army Experience Center” in a major mall in Philadelphia, in the hopes of signing recruits after they have had the opportunity to “virtually experience multiple aspects of the Army,” says secretary of the Army Pete Geren.

The 14,500 square-foot center allows visitors to participate in mission simulations, interact with online programs that tell about Army careers, and experience simulations of the Apache helicopter, Black Hawk helicopter and Humvee in action. Soldiers lead visitors through the simulations, according to a release about the center. A gaming areaincludes the America’s Army game on Xbox 360 pods and networked computers. There’s even a cafe.

The Army has had “great success” with experiential marketing and communications in the past, according to CMO Edward Walters. The concept was inspired by the interactivity of Apple Stores, Brandweek wrote. Walters pointed out that the millennial generation is “used to engaging in interactive assets and we need to adapt to them.”

The Army Experience Center will also serve as a proving ground for various marketing techniques before they are rolled out to a broader audience in national recruiting campaigns.