Air Force Leverages Sponsorship to Find New Recruits
The U.S. Air Force has to get creative to meet its annual recruitment goal of 31,000 new airmen aged 17 to 27 who are mechanically and technically inclined. Therefore, in 2009 it launched the Switching Seats program to leverage its sponsorship with NASCAR and to reach “Tech Tinkerers” who have a natural affinity for power, speed and teamwork. The program illustrates the job parallels between a NASCAR racing team and the Air Force.
The campaign paired the live events with a microsite that showcased 11 careers in the Air Force that were directly aligned to jobs on a racing team. On the racing circuit, the footprint included photo data capture capabilities and fans competed in a race to dismantle and rebuild an engine. Promotional handouts drove people back to the Air Force Switching Seats website.
In all, the program generated 4,400 leads, 76 percent higher than the program’s goal, and a 175 percent increase in leads over 2008.