Online Advertising Creativity / Gaming: In-Game Advertising: Mullen / Department of Defense / MyFuture
Government agencies have been slow to adopt social networks and digital advertising to create awareness, but it appears Mullen changed Department of Defense naysayers into believers through the myfuture.com campaign. Launched by the five military branches to help young adults chart a career path, the campaign brought together information about salaries, colleges and military service opportunities. The videos generated more than 1.7 million views on WebStars' fan pages; more than 19,000 Facebook "likes"; and more than 5,800 commented. Xbox Live Hitviews video downloads generated 72,527 in less than two months, and gave the Web site experience four out of five stars in Xbox Marketplace.