Army Engages Vital Marketing to Reach African-Americans

Share this article:
Leo Burnett USA, Chicago, asked Vital Marketing Group to help with the U.S. Army's African-American personnel recruitment and retention marketing.


Vital Marketing will work with Burnett and ad agency Muse Cordero Chen in the recruit outreach, planning and execution of urban young-adult-targeted promotions and events. Burnett is the lead agency on the U.S. Army's "Army of One" campaign.


In plans under development, Vital has partnered with hip-hop magazine The Source. It will create a microsite offering music, direct marketing, radio and events. The goal is to use urban culture to encourage interaction with prospects and revive the Army's image with this 13-to-18-year-old demographic.


In another effort being planned, the agency will use interactive NASCAR offsite events and NASCAR/Craftsmen Truck series races hospitality events to bring the sport to the African-American target. The NASCAR partnership with the Army comprises interactive games, remote-controlled car races, driver in-person interviews, guest appearances and celebrity hosts.


A 4-year-old agency with revenue of $7 million, Vital Marketing has run campaigns for Nike, Remy Martin, Universal Music Group, Tommy Hilfiger, Alize, Hush Puppies, Foot Action and Posner Cosmetics.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Agency

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Mohegan Sun Bets on an Integrated Customer Experience

Mohegan Sun Bets on an Integrated Customer Experience

Casino and entertainment destination Mohegan Sun went all-in and overhauled its website to improve its guest experience online and on-site. The casino's payoff was big.

Former Lenovo Executive to Head Digital Marketing at Interakt

Former Lenovo Executive to Head Digital Marketing at ...

Elijah Degen brings 15 years of experience to his new role at the digital agency.

Analytics Is a CMO's Best Friend

Analytics Is a CMO's Best Friend

CMOs who want to extend their tenure should embrace analytics to improve marketing performance and enable innovation.