The Navy needed to recruit for various unique submariner roles, but wasn’t seeing the uptake they needed.
VMLY&R was engaged to raise awareness of the open positions. We created “The Mission” is an interactive text-based gamified experience where players assume the role of a Maritime Warfare Officer Submariner onboard HMAS Sheean during an international exercise RIMPAC (Rim of the Pacific) in Hawaii.
The immersive digital experience – or a game of skill – was created to draw prospects in to enter a competition to boost the dwindling submariner pipeline recruits.
The gamified project was played by over 22,000 people in two weeks with an average play time of 16 minutes per engagement.