Army Experience Center
A 2010 Effie winner for Brand Experience, the AEC was 15,000 square feet of touch-screen kiosks, mission simulators, community events, video games and more. Located at the Franklin Mills Mall in Philadelphia, the AEC helped young Americans see their Army in a surprising, contemporary and relevant new light.
Interested parties checked out TheArmyExperience.com to see what was happening at the center and sample some of the incredible interactive tools that made exploring the Army fun and easy. Highlights included the Global Base Locator, which used Google Earth to allow users to navigate around the world in search of Army posts, and the Career Navigator, which enabled them to explore over 150 different Army jobs.
The AEC shattered brand perceptions by bringing together a wide variety of creative elements and experiences. For its efforts, the AEC garnered tens of millions of dollars in PR coverage, hosted visits from the Pentagon’s top brass and received recognition from some of the most discriminating award shows in the business, including the London International Awards, the One Show and the Effies.
The Virtual Army Experience
The Virtual Army Experience (VAE) was the Army’s 21st century mobile recruiting asset and was, in many ways, the precursor to the Army Experience Center (AEC.) The VAE toured the country, stopping at air shows, football games and other large events to educate Americans about the Army through personal interactions with knowledgeable soldiers and hands-on experiences in realistic simulators. Five 18-wheelers came together to form an enormous enclosed footprint where visitors took part in a virtual mission. As group creative director on the Army account, I collaborated with Army subject matter experts to develop the mission storyline and created the marketing materials that supported the tour.
Brand Experiences the “Army Experience Center” and “Virtual Army Experience” for the U.S. Army
Role: group creative director