Gamifying the Navy Submarine Experience

...Read More

Background

The Navy needed to recruit for various unique submariner roles, but wasn’t seeing the uptake they needed.

...Read More
Solution

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.

...Read More
Results

The gamified project was played by over 22,000 people in two weeks with an average play time of 16 minutes per engagement.

...Read More