U.S. Army

 

the ask

Convince moviegoers who are invested in defending Earth from the next alien invasion to consider an actual job in the U.S. Army.

 

the answer

MRM//McCann hired Gravy Boat Regatta to create an interactive digital experience. The site was the center of a larger co-branded campaign between 20th Century Fox to promote the movie Independence Day Resurgence, and the U.S. Army to drive recruitment. The site featured four mini-games, each simulating a different role an Earth Space Defense soldier would be asked to perform during an alien invasion. The games provided U.S. Army recruitment with viable leads for specialized roles, including: microbiologists, cryptologists, mechanics, and pilots. 

 
U.S. Army - ESD desktop website layout/


 

Gameplay

Bio Extract

 
U.S. Army - Bio gif extract.
U.S. Army - Independence Day - amoeba alien gif 1.
U.S. Army - Independence Day - amoeba alien gif 2
U.S. Army - Independence Day - amoeba alien gif 3
U.S. Army - Independence Day - amoeba alien gif 4
image-asset(6).jpeg
U.S. Army - Independence Day Resurgence - ESD Microbiologist trailer.
 

Aerial Recon

U.S. Army - Independence Day Resurgence - Space force trailer assets.
 

Code Break

U.S. Army - Independence Day - 'code break' gif.

Spacecraft Overhaul

4+SPACECRAFT.OVERHAUL.gif
 
 
 

Case Study

We didn’t produce any of the broadcast TV spots, but every touchpoint in the campaign drove to the site.