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URL: http://www.facebook.com/RoyalNavyRecruitment?ref=ts
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Key Industries:
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Educational & Vocational
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Government / Social / Political
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Internet
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Key Sectors:
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Games
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mobile
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Social Media
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COI/ Royal Navy
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Brief
The Central Office of Information (COI) in collaboration with interactive agency, Marvellous, wanted to help the Royal Navy attract the best engineering talent to become officers through an interactive challenge played across an iPhone app and Facebook widget.
Strategy
The Royal Navy Engineer Officer Challenge, puts potential recruits through their paces with 5 interactive missions – each based on realistic Royal Navy training tasks. Utilising features including the iPhones touch screen interface and accelerometer, some challenges are set aboard HMS Deter, urgently needing repairs. As the Lieutenant in charge, the player makes crucial decisions, as they would as an Engineering Officer- from fixing the engine or preparing for a simulated missile attack, to re-wiring the radar system.
After each challenge the player is presented with video footage revealing the impact of their decisions in the task. Once completed their score is submitted to a leaderboard where they can challenge a friend or simply visit the Royal Navy website for more in-depth career information, or join the Royal Navy Facebook group.
The Facebook widget replicates the iPhone app in allowing users to get the feel for a virtual “hands –on” engineering experience, as well as enabling people to share among friends and start a discussion.
Execution
The Royal Navy Engineer Officer challenge is available on the iPhone and iPod Touch and can be accessed via the iTunes app store. The widget can be downloaded from the Royal Navy Recruitment Facebook page, or the applications section on Facebook.
Results
The campaign is still running, and we can't share any results yet. However it has far exceeded the KPIs set out before the campaign ran.
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