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NEWS | Aug. 22, 2008

Kid Rock, Earnhardt featured in Army Guard advertising campaign

By Lt. Col. Ellen Krenke National Guard Bureau

ARLINGTON, Va. - The National Guard has enlisted two superstars to attract new members and remind those already serving what the Guard is all about through a new nationwide theater advertising campaign that debuts today.

The new "Warrior" campaign includes music from Kid Rock and features Dale Earnhardt Jr., the National Guard-sponsored NASCAR Sprint Cup driver.

Over the next two months, the "Warrior" video will appear in more than 3,000 theaters and on over 27,000 screens around the country. The video and pre-show slides will air before every movie except those rated G and PG.

Lt. Gen. Clyde Vaughn, the director of the Army National Guard, said during a Aug. 20 screening that the new campaign will make an impact.

"There is no doubt in my mind that we're going to attract a lot of folks that are interested in serving," he said. "Obviously, we think we are really, really strong in all the communities around the country based on the things we did last year. We think we have irreversible momentum right now."

Kid Rock wrote the song, "Warrior," specifically for the Army National Guard. He was chosen for this project, because of his popularity among the 17-24 year old market and his demonstrated support of the military, said Col. Mike Jones of the Army National Guard's strength maintenance office.

"He is as real as it comes," Jones said. "And he was unapologetic about supporting the Army National Guard recruiting program."

The new campaign will highlight the Army Guard's relationship with Kid Rock and Earnhardt. "They did a magnificent job," Vaughn said. "Folks need to know that they are doing a lot for this country. They are real patriots."

The campaign is a multi-dimensional marketing approach consisting of the new two-minute music video, lobby stands, popcorn bag advertising, pre-show slides, a lobby presence, an interactive micro-site, a free mp3 download of the "Warrior" song and print advertising in national magazines.

"Our approach has been really unique," Jones said. "We really tried to set the bar and set the standard for this type of advertising.

"We really tried in the last few years -- starting with Three Doors Down -- we wanted to get music that really engages people. Not just a song about the National Guard, but a cool song that young adults would like to have in their Ipod. I think we have done that."

The two-minute video was created for theaters featuring three parallel stories, including Kid Rock performing a USO-type show, Earnhardt, overcoming adversity on the racetrack and a National Guard Soldier serving heroically in the face of danger.

In addition to the video, the Army Guard will place ads in Blender and Spin magazines.

The official "Warrior" microsite will be hosted atwww.NationalGuardWarrior.comand features free downloads of the "Warrior" commercial for mp3 players and of computer screen wallpaper as well as behind-the-scenes videos and photos.

"You have to hit them in many, many different outlets," Jones said.

The Army Guard's first music video titled "Citizen Soldier" by Three Doors Down was very popular in theatres around the country last year. The song is included in the band's current self-titled album, "Three Doors Down."

 

 

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