Game On: Media agency UM and branded entertainment shop Ensemble launch live event attracting 400 gamers for Navy recruitment drive

Media agency UM and branded entertainment company Ensemble have added a new dimension to recruitment for the Royal Australian Navy by launching a live event where console gamers battle their skills against each other during a midnight game off.

The new format, launched in Sydney last week, drew 400 gamers after the event was promoted on radio using the theme “Operation: Game On”. The Sydney event was located at Hoyts Cinema Complex at the Entertainment  Quarter.

VIEW THE OPERATION: GAME ON VIDEO

“The primary focus for this event was to position the Navy as modern, relevant and cool for our target audience of 16-25 year olds; to demonstrate the core value of Navy, which is teamwork, and to engage potential recruits to find out more about a Navy career,” said Katherine Humphries, client service manager at UM. Both UM and Ensemble are part of the Mediabrands Australia group of businesses.

Twenty Navy personnel were on site to show off their skills and offer encouragement to the local gamers using Xbox consoles and games, including 3D content, that focused on demonstrating where games meet reality. Radio station Nova broadcast live from the event including interviews with some of the gamers.

“This event offered the Navy carefully targeted consumer engagement which will help us position the Navy online as exciting, modern and based on teamwork as well as translating into some quality leads for Defence Force Recruiting,” said Lauren Rago, Navy marketing manager. “The multi-player game formats and the cutting edge video and audio sensory experiences gave gamers a bit of a feel for what a career in the Navy would be about-  exciting, grounded in teamwork, modern and relevant,” she added.

Following the event, participants were emailed a link to their photos so they could tag themselves on Facebook and see other links to action on the day. In addition, a highlights video was created for the Defence Jobs website where gamers are encouraged to check out the footage and photos from the evening and further information on jobs within the Navy.”