Recruitment in the Armed Forces has always been difficult. Public opinion about the war in Iraq and the belief that the Army was more dangerous than the other military branches, made this task an even tougher challenge. Highlighting the framework of our marketing plan, this case study walks you though the strategy of branding the US Army to a new digitally savvy generation of prospects. Through a series of unique and engaging web initiatives on goarmy.com, prospects experience how exciting and rewarding an Army career could be. Some of these initiatives included the navigation of an Army post virtual world, webcasts direct from the front lines of Iraq, and opportunities afforded from social media and on-line ad campaigns — all digital programs developed by MRM. The results of these programs have been an overwhelming success, far exceeding the Army’s mission of 80,000 recruits annually.