In hopes of reaching the hard to pin down 17-to-24-year-old demographic, the National Guard has partnered with LM&O Advertising to kick off a nationwide theater advertising campaign featuring “Warrior,” a two-and-a-half minute video spot starring Kid Rock and NASCAR driver Dale Earnhardt Jr.
As part of the campaign, which has been in theatres for a few weeks now, a mobile Internet site was created using 2ergo’s Swift mobile marketing platform that allows movie watchers to access and interact with the “Warrior” site on their mobile phones while sitting in the theater. The mobile site, found at http://warrior.swiftmob.com, offers free MP3 and wallpaper downloads, the “Warrior” video, and a recruiter contact form (naturally) for those interested in more information about The National Guard.
“The mobile website provided The National Guard with a compelling recruiting tool that could break through a cluttered and fractured media environment,” said James A. Boyle, management supervisor, LM&O Advertising, Inc. “In ‘Warrior,’ thanks to an outstanding performance by Kid Rock and an electrifying cameo by Dale Earnhardt Jr., The National Guard has the key elements in place to meet its challenge of creating a compelling mobile campaign that is attractive to its target audience.”
Whether you see it as pop or propaganda, one thing is for certain, this video will continue running through the end of October on 27,079 screens nationwide. And the power of mobile content will likely help achieve recruitment goals and present a more appealing face for the National Guard.