Key Takeaways:
– Pentagon solicits help from celebrities to enhance recruitment efforts.
– Military interest declined by 10% in Generation Z over the last five years.
– Notably, The Army’s 4th Psychological Operations Group turned a Recruitment video viral in 2022.
– Despite TikTok restrictions, the Pentagon funded content on popular television shows and YouTube channels under Production Assistance Agreements.
– Production Assistance Agreements aid in presenting a realistic depiction of the military and aid in military recruiting.
Celebs to the Rescue
The Pentagon recently turned to celebrities like MrBeast, Kelly Clarkson, and Guy Fieri to assist in improving declining military sign-ups. The enlistment was not as attractive to Generation Z last year, with just 35% holding a positive view, compared to 46% half a decade ago. To counteract this decline and appeal to the newer generation, the Pentagon decided to leverage the power of social media.
Connecting Through Digital Media
According to a recent report, today’s youngsters increasingly interact and gather information through digital platforms. So, the military decided to venture into the realm of digital media, recognizing it as a potent tool to reach out to younger generations. They believe that the younger audience perceives the world primarily through digital means such as social media discussions, videos, and memes. These digital elements heavily influence their values and perspectives.
The Success of Viral Marketing
In 2022, the Army’s 4th Psychological Operations Group has tasted success with their novel approach to overcoming recruitment challenges. They turned a recruitment video, inspired by director Christopher Nolan, into a viral content. This video, showing Psyop soldiers battling on a digital field, gained wide acceptance and was viewed by millions.
Navigating the Restrictions
Despite the restrictions of using TikTok, due to its Chinese investors, the military managed to penetrate the Gen Z demographic. They funded content on popular television programs and YouTube channels under Production Assistance Agreements. This strategy creates a broader audience for the military content, making it accessible to a larger segment of the younger population.
Funding Celebrity Endorsements and More:
Apart from engaging entertainers, the Pentagon also utilized Production Assistance Agreements (PAAs). PAAs facilitate the military in offering their personnel, vehicles, technology, and expert advice for film and TV in exchange for control over scripts and storylines. This ensures a positive portrayal of the military in popular media.
These agreements have been instrumental in funding television programs previously, including Guy’s All-American Road Trip, The Kelly Clarkson Show, and Downey’s Dream Cars. It also included YouTube content, specifically from the YouTube sensation MrBeast. Such agreements are beneficial when the media content is likely to contribute to public understanding of the military and aid in recruitment.
When PAAs Don’t Materialize
There have been instances where the Pentagon had to cancel PAAs. A notable example is when YouTube Influencer Mr. Beast could not proceed with a planned trip to Puerto Rico for Hurricane Relief, leading to cancellation of his PAA. However, when such agreements are fruitful, they can significantly aid recruitment efforts.
A Long-Standing Tradition
The Pentagon has a history of successful PAAs with the film industry. For example, blockbuster movies like Top Gun and Independence Day were products of such agreements. However, there have also been instances, like with Independence Day, where the military pulled out after the film’s director refused to modify a script as per their demand.
The Pentagon’s attempts at targeting Generation Z through digital media highlight how essential this demographic is for future military recruitment. It also emphasizes the shifting tactics necessary to engage the continuously evolving field of communication and information dissemination. The military’s use of celebrities and digital content illustrates a significant shift in recruitment strategies and a readiness to adapt to new methods to attract the new generation.