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Several branches of the military are harnessing the power of the Super Bowl in an effort to engage the nation’s youth and address an ongoing recruiting crisis. This year, the Army, Air Force and Navy will use the event to connect with young Americans, each employing unique strategies for the modern media landscape.
Army launches multilingual campaign targeting Hispanics
The Army invested in advertising space on ViX, Paramount+, Reddit and Instagram, with a special focus on Hispanic outreach. In addition to these platforms, the affiliate will also run ads on Univision during Spanish match broadcasts. By engaging this population, the Army hopes to tap into the diverse talent pool represented by Hispanics.
Air Force embraces immersive experiences
The Air Force is taking a different approach, focusing on immersive experiences to attract potential recruits. The Air Force’s Thunderbirds flight demonstration squadron will perform aerial displays during the Super Bowl. In addition, the department will release Snapchat footage to allow fans to immerse themselves in the excitement of the event from a unique Air Force perspective.
Navy showcases musical talent, regional appeal
Meanwhile, the Navy will participate in the Combined Color Guard, showcasing the talents of its musicians. The affiliate will also air 30-second ads in 14 key recruitment markets during the competition. In addition, Navy will air ads during Paramount broadcasts to ensure its message reaches a broad audience.
It’s worth noting that the Marines don’t appear in the in-game advertising lineup. After hitting last year’s recruitment targets, the branch opted for a different strategy. Instead, it will air four pre- and post-game spots on Paramount+, consistent with its “Deflecting Threat” campaign.
While none of the affiliates revealed how much they spent on these ad campaigns, it’s clear they view the Super Bowl as a valuable opportunity to engage with Gen Z. While young people across the country tune in to watch, the military will be there ready to inspire and recruit the next generation of service members.
In a digital age dominated by streaming platforms and social media, the military’s approach to recruiting is evolving. The Super Bowl, with its massive viewership and cultural significance, is the perfect stage for this new strategy. By embracing modern media and engaging America’s young people on their terms, the military aims to overcome the draft crisis and ensure a strong, diverse military for the future.
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