The U.S. Army hired tough guy actor Dwayne “The Rock” Johnson to help them recruit new soldiers, but an accounting of the 11 million-dollar campaign reveals that The Rock Bombed VERY badly.
The Army put up $11 million of our American budget dollars for The Rock to hit the trail to drum up new recruits. But, a review of the spending seems to how that he didn’t get even ONE new recruit signed.
Per Military.com:
The Army inked the deal earlier this year with the UFL, the upstart minor league alternative to the NFL that had an inaugural season from March through June with a disappointing debut. More importantly, the deal included Johnson, a global superstar and owner of the league, who was supposed to serve as a pseudo brand ambassador for the Army — though the service said he did not fulfill his end of the bargain to publish a specific number of service-related posts on his social media accounts.
The news comes as the Army is in the midst of a historic recruiting crisis that has been partially worsened by the service struggling to navigate modern marketing trends. Much of its efforts are still geared toward funneling money into cable TV-style ads and marketing deals with other traditional television broadcasts, such as sports, even as Gen Z’s media diet has left most of those old-school mediums behind.
The UFL deal was so catastrophic, it led to a projected loss of 38 enlistments, an internal review of the plan shows. Army planners use various metrics to judge whether time and money could be better spent in other efforts, and the effort and resources spe
Johnson was contracted to make 5 pro-Army posts on social media. But, he ended up only posting twice on the topic, blowing the Army off for his other obligations.
Now the Army is trying to get its money back.
Good luck with that.
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