McCann-Erickson and 3Ci Mobilize the US Army

Dec. 9th 2008

Global advertising agency McCann Erickson has teamed up with 3Cinteractive to launch a mobile marketing campaign for the US Army.  The campaign, which targets high school and college students, will help the Army identify potential recruits and converse with those interested in serving the Army.  The mobile program will provide information on their 40k scholarship, skills and training, and other benefits of joining the Army.

Students will see the call to action in their school newspapers prompting them to text a keyword to be entered for the chance to win a Nintendo Wii and receive information about the benefits of joining the Army. In order to be entered in the contest, they will be required to respond via SMS with their name and birth date.  To help the ARMY compile a list of interested people, 3Ci will post the information received from the text messages to the Army’s recruitment database.

“For the US Army’s target demographic, there is no better way to create a conversation than by using SMS,” said Chris Field.  “We feel that this mobile campaign will increase the effectiveness of the Army’s advertising strategy and will ultimately generate an interest in a career in the US Army.”

- Karly

Posted by Karly Dreker | in Inside 3Ci | 1 Comment »