U.S. Army Attracts 70 Percent of Prospects with Online Video

An online video campaign is attracting 70 percent of new army prospects, Beet.TV has learned. MRM, a digital ad agency owned by Interpublic Group, produced videos for the online Army Strong campaign that highlight and demystify the Army experience. Last week we spoke with MRM New York's Creative Director Michael Jacobs, who heads digital campaigns for the Army, Nikon, and Intel.

Army Strong video categories include "What It's Like Being a Soldier," "Army Parents" and "Ways to Serve." The "Basic Training" category receives the most traffic, suggesting prospects are most concerned about meeting the army's physical demands.

In addition to views on Army Strong campaign's destination site, some of the Army Strong videos receive hundreds of thousands of views on YouTube.

--Kelsey Blodget, Associate Producer

Technorati Tags: Army Strong, digital advertising, Interpublic, MRM, online video

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Comments

This 70 percent number was Michael's statement. As longtime marketing partner to the Army, we have to assume that he is a good source.

andy

Posted by: Andy Plesser | Thursday, July 10, 2008 at 09:38 PM

It is feasible that the US Army is generating most of their new recruit leads through web video marketing. Video is a great way to engage with your target audience. Customers using the FLIMP platform for lead generation have generated similar results.

Posted by: Jenn O'Meara | Monday, July 07, 2008 at 06:29 PM

Kelsey! This statistic is almost certainly false, and I assume the only source is the marketing firm?

C'mon - this says that for an enterprise that spends hundreds of millions on movie trailers, TV, magazine ads, and direct school recruitment most of the "sales" come from online videos? No way.

Posted by: Joseph Hunkins | Monday, July 07, 2008 at 05:40 PM

thanks for that info. good post

Posted by: howard lindzon | Monday, July 07, 2008 at 04:42 PM