Army Recruiting Takes Cue From Apple, Goes High Tech

Published: June 16, 2008, 4:35 pm

Tags: america s army, computer, game companies, game platforms, games, apache simulator, apple, army, army recruiting, black hawk helicopter simulator, hmmwv vehicle simulator, simulator

The Army is taking notes from the success of Apple retail stores and revamping its recruitment centers. To stimulate flagging numbers, Army recruiting centers are going high tech and interactive. “If you think of a classic recruitment center, [all of] its forms and brochures are about as exciting as the post office,” said Marc Babej, partner at Reason Inc., a marketing consultancy in New York. “Why talk about it when you can demonstrate it.” Potential soldiers will soon be able to play America’s Army and try out three different simulators to get an idea of some of the different roles in today’s Army. The first new recruitment center is designed to be less intimidating and more “like walking into a NASA center,” said Walters. It will consist of three large simulators with full-scale mock-ups of Army equipment and wrap-around 270-degree video screens. “The modeling command and control systems are like those used in Iraq,” said

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