• by Staff Writers , September 5, 2008

Finalist - New/Experimental/Emerging Media

Travis Scoggins, interactive account supervisor; Noelle Newby, media director; LJ Kobe, interactive associate media director; Katie Comerford, interactive media planner; Blake Lambert, interactive assistant media planner

Armed with an understanding that its audience had varying familiarity with technology, the Air Force used a multi-touch point strategy to interact with consumers. The campaign utilized mobile devices at events and in theaters, as well as online banners and mobile wrap banners. A smart move was to use people and signage on site to educate and nudge them to try the technology. The program centered around the Air Force's "Do Something Amazing" recruitment tour. The tour perimeter was lined with Bluetooth transmitters, which sent out messages offering content and invitations to visit the DSA tour. Tour staff provided demonstrations of the Bluetooth transmissions, giving the program a human touch. Then throughout the tour SMS and QR/2D codes were available to give information on specific jobs and continue the experience after the event.