The Air Guard, a reserve component of the United States Air Force, has kicked off a 34-stop experiential marketing tour that uses augmented reality technology to give potential recruits a sense of what it’s like to perform real Air Guard missions.
LM&O Advertising, the agency of record for the Air Guard, oversaw the tour’s strategy, project management and production.
The “Rise to the Challenge” tour features seven game stations, each simulating a different mission. In the refueling challenge, participants must align a flying aircraft with an aerial tanker. Moving a special card in front of the game screen enables them to maneuver the aircraft in three dimensions. A camera tracking the card picks up the player’s precise movements, creating a more realistic experience than a regular video game.
“Augmented reality is offering marketers new ways to engage audiences. Because it heightens the authenticity of simulations, the technology is a great fit for this campaign. It allows us to educate people about the Air Guard’s diverse career options in a tangible way,” said LM&O President Chris Laughlin.
In another augmented reality challenge, participants race against the clock to provide life-saving medical treatment. Other games, which don’t use the technology, involve packing a cargo hold for maximum efficiency, tuning a jet engine, rescuing disaster victims, analyzing surveillance images, and marksmanship training as a battlefield airman. The high scorers are posted on a leader board at each tour stop.
After visiting the tour, participants may continue their experience online at www.GoANG.com/games, where they’ll find an extra level of the refueling challenge along with two other games. In the near future, they’ll also be able to check the Air Guard’s Facebook page to compare their scores with the top ones from around the country.
While the campaign’s primary audience is in the 17- to 25-year-old age bracket, everyone is invited to take part in the “Rise to the Challenge” tour. The Air Guard will make a total of 34 stops at NASCAR races, state fairs, air shows and other events through Oct. 31.