Army Recruiting Takes Cue From Apple, Goes High Tech

The Army is taking notes from the success of Apple retail stores and revamping its recruitment centers. To stimulate flagging numbers, Army recruiting centers are going high tech and interactive.

“If you think of a classic recruitment center, [all of] its forms and brochures are about as exciting as the post office,” said Marc Babej, partner at Reason Inc., a marketing consultancy in New York. “Why talk about it when you can demonstrate it.”

Potential soldiers will soon be able to play America’s Army and try out three different simulators to get an idea of some of the different roles in today’s Army.

The first new recruitment center is designed to be less intimidating and more “like walking into a NASA center,” said Walters. It will consist of three large simulators with full-scale mock-ups of Army equipment and wrap-around 270-degree video screens.

“The modeling command and control systems are like those used in Iraq,” said Maj. Larry Dillard, U.S. Army marketing exec.

The Apache simulator allows a pilot and co-pilot to experience the aircraft and its weapons systems. The Black Hawk helicopter simulator provides four door gunner positions. And, the armored HMMWV vehicle simulator has positions for a driver and several gunners. The centers also will include an area where visitors can compete in America’s Army, a videogame released in 2002.

Thanks to GamePolitics for the tip.

via Brandweek

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2 Comments on Army Recruiting Takes Cue From Apple, Goes High Tech


On June 16, 2008 at 5:22 pm

Because arcade games at a recruitment station make me want to join the Army.

LCPL Baldwin

On June 16, 2008 at 6:42 pm

I just want ya’ll to know that military is still the military no matter how they change there looks. If you are not a officer then being in the simulator now will not help you because you will never get to fly anything But the hummer would be the only one you need Go to the MARINES and get better training!