The recent news of the U.S. Army’s $11 million sponsorship deal with the United Football League and co-owner Dwayne „The Rock“ Johnson has sparked a lot of discussion and analysis. According to military marketing expert Matt Gafford, who has extensive experience in the field, the campaign was flawed from the start. The Army’s goal was to boost recruiting by aligning with Johnson and leveraging his social following, but the execution fell short.
One major issue highlighted by Gafford was the emphasis on celebrity over the league itself. The Army relied on Johnson’s social media posts rather than activating assets included in the partnership with the UFL. This approach was flawed, as the partnership was with the UFL, not Johnson. Gafford suggested that any engagement from Johnson should have been viewed as a bonus, rather than the core part of the plan.
Furthermore, Gafford emphasized the importance of evaluating the value proposition of a sponsorship. While working with a new league like the UFL may not be off the table, it comes with higher risk compared to established leagues. The key is to assess whether the audience reached through the partnership aligns with the brand and if the investment is worth it.
Gafford also pointed out the need for a holistic approach to marketing campaigns, especially in reaching Gen Z, the target demographic for Army recruiting. Traditional TV ads may not be as effective, and brands need to adapt to where the audience is, whether through live streaming, interactive considerations, or game integrations. It’s essential to tell a compelling brand story through various channels to reach the desired audience effectively.
In military-related marketing, understanding the military community is crucial. Brands must demonstrate an authentic understanding of the segment through imagery, vernacular, and creative elements. Gafford highlighted the importance of portraying military personnel accurately and respectfully, rather than relying on generic patriotic imagery.
Lastly, Gafford emphasized that sponsorships take time to yield results and should not be seen as a quick fix for boosting sales or recruitment. Building awareness and equity among the audience requires a long-term approach, and expecting immediate results from a new partnership, as the Army did with the UFL, is not a winning strategy.
In conclusion, the U.S. Army’s sponsorship deal with the UFL and Dwayne Johnson serves as a valuable lesson in effective marketing strategies. By understanding the target audience, evaluating value propositions, and taking a holistic approach to campaigns, brands can create successful partnerships that resonate with their desired demographic.