U.S. Army Launches Augmented Reality Game - Event Marketer

U.S. Army Launches Augmented Reality Game – Event Marketer

U.S. Army Launches Augmented Reality Game

The U.S. Army on Feb. 11 launched Army-Race for Strength, an interactive Augmented Reality (AR) game, to engage prospective recruits and showcase the technology and training used to develop strong soldiers.

The AR game debuted at the Army’s Strength in Action Zone exhibit at Daytona International Speedway, Auto Club Raceway in Pomona, CA, the Chicago Auto Show and online via a downloadable version. Besides NASCAR and NHRA races, it will roll out within the next few months into all of the Army’s events system-wide, including state fairs, air shows and high school visits.

During the game, race-car “drivers” use a palm card that they receive during registration at an Army event or print during the download process to control the No. 39 U.S. Army Chevrolet as it weaves through a convoy of speeding Mine Resistant Ambush Protected (MRAP) and Stryker AV vehicles. The card can be turned left and right for steering, tilted forward to accelerate and pulled back to brake. Players can stop the game to receive more information about the U.S. Army vehicles with which they share the road.

Driver Ryan Newman “talks” throughout the 45 seconds of game play, offering commentary like “Now you’re trading paint” and “Hey, careful with my car,” if his Chevy should hit one of the military vehicles. He also offers advice like “Take the inside!” or “Don’t get stuck in traffic” to help the player excel in the mission.

“For us, it is important that when we embrace and launch a concept like Augmented Reality that we can bring it to where our prospects are,” Bruce Jasurda, cmo at U.S. Army Accessions Command, told Buzz. “We always seek to make sure that those who attend our activation events or our sponsored events can make a connection with what it is like to be a soldier. Augmented Reality also has the added benefit for us of positioning the Army as a technologically sophisticated organization.” Agency: Momentum Worldwide, Chicago.

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