Appeal to popular youth gaming behavior by creating a fun way to get immersed in Air Force culture. The result was Airman Challenge, a mobile-friendly game that puts users in command as they hand-pick teams to accomplish missions the Air Force undertakes every day. They have to learn what each career field does and doesn’t do, because sending in the wrong team leads to mission failure. With their teams of Airmen selected, users go on protective missions for diplomats in Afghanistan, provide humanitarian relief in Bolivia, fend off cyber-attacks in the States and more. As users complete missions and gain experience, they are rewarded with rank, achievements and a chance to top the leaderboard. Additionally, social integration encourages users not only to share with friends but to challenge them as well.

From 3 April, 2017 (launch) to 2 April, 2018.

Airman Challenge lives on airforce.com and was discovered via lead-generation banners and display advertising. It’s used on mobile tours that roam around the country and is served up in reengagement emails. It features mesmerizing graphics and sound design, non-fiction mission storylines and cutting-edge web technologies like WebGL/3D capabilities, creating a challenging experience that’s as tangible as it is realistic. The game tests mental capabilities such as the ability to problem solve and make critical decisions under pressure, creating a competitive and engaging environment to attract new recruits.

From 3 April, 2017 (launch) to 2 April, 2018, 305k users engaged in a total of 366k Airman Challenge sessions, launching a total of 724k missions. In the same 12-month time period, these users created 23,856 profiles and submitted 11,378 applications on airforce.com. Airman Challenge players convert at a rate of 3.11%, making them 31% more likely to become leads.

The banners featuring Airman Challenge are the top performing creative across all digital lead generation efforts and have accounted for as many as 40% of monthly application completions. To date, Airman Challenge display advertising has generated 3,955 qualified leads for the Air Force.