Why in this forum? Because advertising is information warfare.

This is likely a great move for the Army after several lackluster advertising campaigns. Apple has one of the most visible brands on the planet, and their store program unlike other computer companies works in ways people never expected.

LINK TO STORY

The U.S. Army, experiencing a stagnant recruiting situation, is going experiential.

The Army plans to unveil a pilot concept recruitment center in late August that was inspired by the interactivity of Apple Stores. The center, opening in a city that's yet to be determined, will be built around virtual simulations and other experiential marketing techniques to engage visitors.

Seeing the success of Apple retail centers—as well as attractions like the ESPN Zone—prompted Edward Walters, CMO of the U.S. Army, to make a tactical change. "In the past we've focused on traditional media vehicles. [But] the millennial generation is used to engaging in interactive assets and we need to adapt to them."

If the test proves successful, many centers will be opened around the country.

The effort comes as the number of new recruits for the active Army decreased minimally last year, per the Dept. of Defense.

More at the link