US Army turns to VR for recruitment campaign

The US Army is using virtual reality as part of a recruitment marketing effort that features first-person storytelling via immersive 360° VR missions, in partnership with McCann Worldgroup and OmniVirt .

The 360° content, produced on OmniVirt’s platform, allows audiences to experience what it means to be a US Army soldier. Viewers can see, hear and feel what it is like to defuse bombs, locate an enemy sniper, and shut down a notorious arms smuggling route, in 360°.

The creative puts audiences onto the battlefield to complete four high intensity missions:

Defuse a bomb – Defuse a bomb while in enemy territory.

Command a tank – Target the enemy caravan and launch an attack from a heavy duty tank.

Gather intelligence as a sniper – Collect information behind enemy lines after taking out an enemy patrol.

Operate a drone – Clear the scene using a drone to help a Special Forces team.

“We wanted to create an experience where users can naturally engage with the soldiers around them and hear stories that trigger immersive missions, allowing them to see, hear and feel what it’s like to be a US Army soldier,” said Jonathan Springer, associate creative director at MRM/McCann. “All the content had to be completely immersive and interactive to truly make
you feel like a US Army soldier.”

OmniVirt is distributing 360° display and video creative across mobile, desktop, and in VR headsets, targeting sites such as ESPN, SB Nation, Twitch, People, The Verge, Fandom and more. The creatives click through to the US Army website or a full-screen interactive 360° video. It is additionally powering the interactive VR experience on the Army’s website 

“The ‘In Our Boots’ campaign was perfectly suited for 360° VR content,” said Joseph Castillo, VP, group partner at UM . “It offers prospects a unique and authentic look at not only the versatility, lethality and readiness of today’s US Army, but also how US Army soldiers utilize teamwork and extensive training to overcome even the most extreme obstacles.”