The US Army is using social and digital media to help potential recruits imagine themselves as soldiers in realistic situations.

At the Ready, developed by MRM Worldwide, a member of the McCann Workgroup Army Team, provides an “in-the-boots experience” that offers participants multiple interactive scenarios to learn first-hand what it’s like to be in the US Army.

Users go through virtual training from real Army soldiers and apply what they’ve learned in the real-life scenarios. It also demonstrates the education and learning opportunities an Army career offers beyond the battlefield. At the Ready makes use of Facebook Connect to import pictures, information and friends’ names to personalise the experience and on completion they can share their experience through the social network.

As well as a means of connecting and engaging with potential recruits, digital media has become a significant driver of leads in recent years. Straight from Iraq, which made use of Web-based conversation tools, and Tweets from Space, which comprised integrated Web and social media campaigns, are among the initiatives alongside At the Ready that have played a major part in helping the US Army meet its recruitment goals. Conversion rates for digital-driven leads are reportedly higher than other sources and have resulted in more than 200,000 prospective recruits having learned US Army skills and completed interactive missions.

MRM is one of 11 agencies working on the Army account.