14 DAY TRIAL // A few months ago, police officers used Xbox 360 consoles to lure criminals and their innovative technique was really successful. This time, things have changed a bit: the US Army recruits and lures possible candidates using the Nintendo Wii as a hook.
Seven billboards have been placed in Rio Grande Valley, Texas and everybody can read "Stand Strong. Stand Tall. Stand Out" written near a helmeted soldier. But, next to all this, with bigger text, one can read "Win a Wii". I don't know why, but this association seems to be so hilarious that only a glittered text - like those who still invade all the social network websites - would've made the ad even cooler.
However, there is a twist. Unfortunately, not even the Army has enough Wiis to offer to its new recruits, so an enormous amount of ONE (1) console is up for grabs. Here's the deal: people see the billboard, read the ad, are totally excited. Then, they have to send a text message on their cell phones and get a reply message that directs them to an Army Website where they can register to win the precious console and visit a recruiter. It isn't worth the effort: you get the chance to go to war, be badly injured (maybe even killed) and you're not even 100% sure you'll get a Wii for that! Hmpf... game geeks will stay home, I tell you this!
And it seems that they really do, because the billboard trick didn't manage to lure too many people; the response to the campaign has been "very, very minimal" and the Army plans to end it in May. Well... at least there are more chances to win the Wii for those who entered this strange "competition".
"It's really not 'Join the Army, get a Wii'," declared Bart Keyes, chief of advertising and public affairs at the Army's San Antonio Recruiting Battalion, which oversees recruitment in South Texas. "When you advertise, you need a hook," he said. Well, he's right. But you need a much better one. People's lives are worth more than a Wii.