News

'Independence Day' Meshes With U.S. Army Tie-in

By Robert Marich
   June 21, 2016-The U.S. Army’s promotional tie-in with the next Independence Day movie has the best creative message I’ve seen. An Army TV commercial (see link below) begins with a voiceover “When the soldiers in the movie rise up…adapting to new a threat in the world…(and) find a way to win no matter what” as images of the Independence Day movie are seen. The voice over adds “remember where Hollywood gets that from.” The viewer doesn’t know who the advertisement is for, which I think heightens attention.
   It’s understated while projecting high energy and, by the way, an excellent recruitment tool.  The U.S. Army uses the movie tie-in to 
The U.S. Army cleverly ties-in to Hollywood action film grit with Independence Day movie

tout technologically expertise as a recruiting tool. 20th Century Fox will premiere Independence Day: Resurgence on June 24 in theaters in North America.
   “Long-time Army partner McCann Worldgroup is supporting the initiative, with McCann NY handling advertising, MRM/McCann on digital and website, UM on media, Weber Shandwick managing PR and social, Momentum Worldwide on events and sponsorships and Casanova/McCann behind Hispanic marketing,” says an Advertising Age story by Lindsay Stein. “McCann also plans on capturing video for social media at an advanced screening of the film on June 21 at Fort Huachuca, Ariz., which is home to some of the most technologically advanced soldiers.”
For full text, click links below; this website’s text is searchable via searchbox at upper right of webpages:
http://adage.com/article/agency-news/u-s-army-hollywood-team-change-misperceptions/304472/
https://youtu.be/_19wFkjiPcs
http://www.marketingmovies.net/chapters/chapter-5-tieins-prod-placement/