Launched on May 6, the site features real stories and videos from soldiers, and provides a place for recruits and their friends and families to ask questions about the process.
Bruce Jasurda, CMO of the US Army Accessions Command, said: "We really want the prospects and their influencers to gain realistic insight of what it's like to be a soldier through the words of a soldier." That includes answering questions about basic training, drill sergeants, why soldiers decided to enlist, and how it affects their families.
"Our intent is to make this as realistic as possible and let people ask those questions directly to soldiers, people who have been through that same experience, people who have had perhaps that same angst or uncertainty, and hear it through a soldier's words, as opposed to a corporate voice," Jasurda added.
Jasurda also said this was a good way to connect parents with Army parents to get a realistic view of what happens when a child joins the Army.
The Army, working with Weber Shandwick, developed the site as part of its robust overall digital media strategy. The AOR for US Army Accessions Command is McCann Worldgroup, of which Weber Shandwick is a part. The campaign is using social media elements such as its GoArmy.com website, Twitter, Facebook and MySpace to spread the word, and is also doing traditional media outreach to publications with a major online presence.
"Over the last two years," Jasurda said, "the Army has increasingly moved more and more of its traditional media into online and social media, because frankly that's where our prospects live."