With an acceptance rate of only 12%, the U.S. Air Force Academy consistently ranks as one of the most competitive colleges and serves as the primary recruiting source for the Air Force and Space Force. Facing a shortage of pilots and an increasing diversity of opportunities for college-bound seniors, I set out as their Chief of Marketing to ensure the brand differentiated and attracted the right applicants. To engage a new generation of digitally-native adolescents in need of an adrenaline fix, we introduced a virtual reality-based, 360-degree simulation early in the prospective student journey.
While online campus tours were far from revolutionary, we were targeting a specialized audience of overachieving students and athletes capable of surviving the rigors of the military. The experience needed to be epic. We blended an interactive walking tour of the classrooms and research facilities with 360-degree immersive audio and video content that scaled across mobile, desktop and VR headsets. We even extended the experience offline by integrating into a 360-degree theater installation.
Whether the user dreamt of joining our 40 alumni astronauts in orbit or piloting drones remotely across the world, we utilized non-linear storytelling and behavior-driven algorithms to deliver intelligent prompts and calls-to-action based on personal interests. For the first time, prospective students could take flight over the historic campus, parachute into a football game and crawl through the mud surrounded by intense artillery fire.
Shortly after launching, a silent new enemy emerged in the form of COVID-19. Suddenly the once scenic campus with its sprawling, snow-capped mountains and charmingly introverted students became the battlefield. With thousands falling ill, the gates were closed to visitors for 18 months. The virtual tour became the only tool available to recruiters and prospective students to experience the iconic institution.
While most college admissions offices were struggling to adapt to the pandemic, the U.S. Air Force Academy was prepared for battle and received a record number of applications. By using emerging technology and data-driven insights to recruit the next generation of military leaders, we generated 73,000 new leads in the first year and became the 5th most visited virtual college tour in the country. We were also selected as the Gold Winner in Interactive Media by the Hermes Creative Awards and the Silver Winner in Experiential & Immersive Media by the Muse Creative Awards, as well as named a Finalist for Marketing of the Year by the VR Awards.