E.C.H.O.

Objective

The U.S. Air Force sought to attract qualified recruits by demonstrating the cognitive and analytical demands of military service. The campaign positioned the Air Force as an innovative, technologically advanced organization for problem-solvers and STEM enthusiasts by emphasizing the mental rigor and cognitive skills required across career paths.

Solution

E.C.H.O. (Enhanced Cognitive Human Ops) is an interactive experience comprising three games testing reflexes, awareness, and problem-solving abilities. Track and React, one core game, challenges players to catch spheres to measure reaction speed. Players receive a personalized cognitive score that identifies suitable Air Force career paths based on their performance. Built for desktop, mobile, and VR platforms, the experience was designed for maximum accessibility. The Air Force also deployed mobile tour trailers featuring the VR experience to reach potential recruits across the country.

Results

Within the first month of launch, 68,803 players engaged with E.C.H.O., spending an average of 7 minutes and 26 seconds per session. The project won a Webby Award for Best Use of Video or Moving Image.