Before we get too cynical, lets do a quick revaluation of what we are looking at and why.
First we are dealing with a current generation of young adults who are very computer savvy and in many cases, the computer has become an extension of either their identity or their community. Cyber kids are becoming adolescents and from there we are looking at the next adults in our society.
We will have to look at ourselves to either admit or realize that the cyber information age is upon us, and we know were to go to find pretty much anything, why are you on this message board?
Now from a marketing standpoint, the US Army has, in my opinion engineered a neat campaign. Their ads are already running, “I am an Army of one”, they are targeting the prime time slots that appeal to young adults. There will be a lot of this audience who will log on and go to this site and follow it. Like anything that catches the interest of the cyber generation, this will either fly or die.
If it dies then so be it, what is the loss, other than a re-evaluation of advertising strategies? If it catches, think about the impact. They will have a real time, up to date living, breathing, recruiting tool at their fingertips. The people logging in will log in out of interest, they will get a lot of info, and some might just think about joining up. If you have for example 2, 000, 000 who log on and only 5% attempt to enlist, you do the math. Has the US Army met its goal, you bet.
In summation, yes it can be construed as partially sensationalism, but if it appeals to the audience you are targeting, then you have literally hit what all marketers seek, a growth audience (success). Lets give it a bit of time and see what happens.
[ 13-02-2001: Message edited by: Harry ]