U.S. Navy: Sea Stadium AR

Objective

The U.S. Navy sought to modernize its recruiting strategy and strengthen brand affinity among Generation Z audiences, particularly around the Army-Navy football game. The campaign aimed to make military service more accessible and appealing through immersive interactive experiences.

Solution

The Navy and Y&R New York created a Facebook Camera Effects experience that allowed users to interact with AR overlays tied to naval operations. Users could wear Navy-branded AR masks, transform their surroundings into a 360-degree naval base environment, and view detailed renders of aircraft carriers, fighter jets, and military hardware through their smartphone cameras. The experience was distributed via Facebook's native camera effects platform, leveraging the social network's built-in AR capabilities to maximize reach and shareability among the target demographic.

Results

Not published.