"Basic Training," a section of goarmy.com, is a campaign designed to help 18-24 year olds overcome the "fear of the unknown," a research-driven insight which is often a barrier of entry for this audience. Leading where reality-based shows stop, the site follows six U.S Army recruits as they proceed through the nine weeks of "Basic Training." From "Reception" to "Graduation," the site creates an interactive experience showing what "Basic Training" is really like. It's not reality based; it is reality. Every Friday, the site is updated with four to six 1-3 minute "Webisodes" that show what the six recruits did that week. In addition to seeing them tackle the various challenges of Basic Training, the recruits also talk about their own fears and expectations. For example, recruit Richard Jones has a fear of heights, but in the second week of Basic Training, he must scale the 30-foot "Victory Tower" on the obstacle course. Supporting each week's webisodes are rich media components that give the user hands-on experience of specific Army elements. for example, in Week 03 the consumer can interact with the Flash-driven "Cadence Jukebox," learning Army Cadences as the recruits learn to march. Or go to Week 02 and hear the "Army Alphabet" speak the phonetic alphabet as words are typed in. Most importantly, it's working. Visitors to the site have more than doubled since launch, averaging over 1MM a month. But the proof is in the mission. To date, qualified leads have also over more than doubled, leading to more potential recruits and meeting or exceeding the Army's recruiting goals.