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U.S. Air Force Academy
Recruitment in the Digital Age

As one of the top-ranking colleges in the world with an acceptance rate of only 12%, the United States Air Force Academy (USAFA) is duty-bound to reach the best of the best through its recruitment strategy. Yet, finding the high-achieving students and athletes built to survive the rigors of military life is a needle in a haystack situation. Prospective students are inundated with options when it comes to choosing the path their education will take and with each class it becomes more challenging to cut through the noise. USAFA needed an extraordinary recruitment campaign to attract extraordinary students.

To achieve this, we created an epic multi-part 360º simulation that can be experienced on desktop, headset, and (most impressively) as a communal immersive theater event inside the historic planetarium at the Air Force Academy campus outside Colorado Springs, Colorado.

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USAFA spent $5 million over a 15-year period renovating the school’s planetarium but they had no standing-ovation worthy material to screen in it. With the use of VR technology and our own proprietary post-processes, we designed a 360º immersive theater installation that allows students and their families to find out what it’s like to learn, live, and fly as a cadet at the United States Air Force Academy.


Click and drag on the interactive 360 photo below to find the play button and watch a clip of the live planetarium experience.

USAFA Planetarium

Virtually explore USAFA Planetarium in a fully immersive 360-degree experience.

    Through this adrenaline-fueled experience, you can immerse yourself in the daily life of a cadet and experience first hand what it’s like to pilot a glider, parachute into a football game, fight in a war simulation, and work on a project with a NASA scientist.

    Cadet Clubs

    Basic Training

    Glider

    Through this project, thousands of visitors a week discovered the historic campus and USAFA exceeded their recruitment goals for the next generation of military leaders.

    37367-YouVisit-USAFA-Case-Study-Planetarium

    As Andrew Hamilton, USAFA’s Marketing Lead put it–

    Within months the planetarium became one of the top-rated tourist destinations in Colorado and the virtual tour was generating 31,000 new leads yearly.

    The cumulative edition of this campaign was in the form of an interactive virtual tour that can be viewed on any platform or device from anywhere in the world. In creating this virtual tour, we employed a non-linear storytelling structure that allowed users to choose their own adventure and behavior-driven algorithms that delivered intelligent calls-to-action based on each user’s personal interests.

    Campus Tour

    Virtually explore Campus Tour in a fully immersive 360-degree experience.

    1. North Gate

      Visible through the trees from I-25, the B-52D Stratofortress has been the backbone of America's bomber force for more than half a century. Part of the Air Warrior Combat Memorial, this display honors United States Air Force members who have flown in harm's way or supported those who have, since our inception. The HH-3 Jolly Green Giant helicopter, also located at the Memorial celebrates Airmen of the United States Air Force Combat Search and Rescue Mission. The memorial is one of the first things visitors to the Academy see, if they enter through the North Gate. 

    2. Visitors Center

      We recommend starting your visit at the Barry Goldwater Visitors Center. Here you can explore our rich history and learn what it takes to be a cadet. Our exhibits document the four areas of the cadet training program - character development, academic, athletic, and military training. Make sure you drop by the theater for a quick show. And while you're here, grab a snack and some Academy merchandise from the gift shop.

    3. Cadet Chapel

      Welcome to one of the most iconic buildings on campus, the Cadet Chapel. Designated as a U.S. National Historic Landmark, this is the most visited man-made tourist attraction in Colorado. Its 17 spires reach 150 feet into the sky! The Cadet Chapel is an all-faith center of worship that serves the diverse spiritual needs of our cadets with Protestant, Catholic, Jewish, Muslim and Buddhist chapels, as well as worship areas for smaller religious groups. This space is so beloved that it's even a popular wedding venue for graduates and service members.

    4. Polaris Hall

      Polaris Hall is home to the Center for Character and Leadership Development. This striking tower is angled in precise alignment with the North Star. It's here that cadets, instructors, military leaders, and public and private officials come together for conversations that help instill the integrity and moral compass that guides Academy graduates for years to come. This facility features a large lecture hall, collaboration rooms and the Honor Board Room, where cadets administer our honor code: We will not lie, steal or cheat, nor tolerate among us anyone who does.

    5. Outdoor Leadership Course

      The outdoor leadership complex provides an experience-based testing ground, focused on character and leadreship development for cadets, staff, instructors and military members who support the Academy mission. The complex includes 12 forrested acres with problem-solving elements, high-element challenges, open spaces, classrooms and the Leader Challenge Tower. The multi-level tower offers challenges at 24- and 55-feet off the ground, six physical challenges, simulated free-fall, non-traditional zip line, climbing wall and rapelling anchors. The course is staffed by members of the Center for Character and Leadership Development, and are skilled at creating programs tailored to meet the needs of anyone who uses the course.

    6. Arnold Hall

      The Arnold Hall Student Center is where cadets go to relax and refuel. It serves as an entertainment hub by hosting concerts, dances and shows. You won't want to miss our open mic nights and football tailgate parties. When hunger strikes, cadets and visitors can enjoy our many dining options. On the weekends, Juniors and Seniors above the age of 21 line up at the Cadet Lounge, also known as Haps. You have to try the free nachos! And just down the hall, the Arnold Hall Ballroom is where we host our Ring Dance. This formal ball celebrates the Juniors becoming Seniors by unveiling their class ring and crest.

    7. Planetarium

      Our Planetarium is an educational resource for cadets and the Colorado Springs community. We believe young people are the key to solving global challenges, which requires a solid foundation of science, technology, engineering and math, also known as STEM. Our state-of-the-art digital dome allows us to reach more students than ever before with the use of immersive 360-degree content. We're always creating new shows to develop skills in national security, cyber warfare and airpower.

    8. The Terrazzo

      Behold the beauty of the Terrazzo. Located at the heart of the Academy, this open-air plaza is surrounded by the main academic buildings in the cadet area. Here, cadets and freshmen students march, walk, and run on the marble and concrete walkways. In the center, you will find Spirit Hill, where cadets "take the hill" to show their spirit during noon meal formation. The east quarter of the Terrazzo, known as the Air Gardens, is distinguished by a series of geometric pools and walkways. As you can see, several retired aircraft call the Terrazzo home, including an F-15, F-16, F-105, and F-4.

    9. McDermott Library

      Welcome to McDermott Library. Look around because this is no ordinary library. As the hub of the academic community, it services cadets' educational, research, and recreational reading needs and it's a great place to study too! Located next to Fairchild Hall, the library provides cadets with easy access to the resources and information they need for success. With excellent Wi-Fi, a massive collection of books and journals, and super comfortable study pods, you may not want to leave. Make sure to follow our beautiful spiral staircase to the 6th floor to check out our special collections of books and artifacts related to manned flight, air warfare, falconry, and the Air Force.

    10. Fairchild Hall

      Fairchild Hall is our main academic building and where cadets spend the majority of their day. Inside they have access to state-of-the-art labs and classrooms, departmental offices, as well as medical and dental clinics. There's even a barber shop and several eateries. Here, faculty and staff are dedicated to developing cadets as officers and scholars. The rigorous curriculum at the Academy couples the critical thinking skills of a humanities and science education with the applied problem solving disciplines of social sciences and engineering. Here you can build satellites, study the classics, explore global socio-economics, and even operate jet engines!

    11. Mitchell Hall

      Mitchell Hall is our cadet dining hall. It's one of the largest and most advanced dining facilities in the world. That's because it serves over 4,000 cadets in less than 30 minutes! Cadets are required to attend breakfast and noon meals, while an optional all-you-can-eat buffet is served for dinner. If you're an athlete, vegetarian or just trying to eat smarter, our dieticians provide personalized counseling and meal plans.

    12. Vandenberg Hall

      Vandenberg Hall was the first dormitory on campus and holds the distinction of being the second-largest dormitory in the country with over 2,000 residents. Inside cadets enjoy a laundromat, a barber and beauty shop, and a small convenience store. Our Outdoor Recreation Center is also located within the building. Whether you're hitting the slopes or going camping, check out the Outdoor Recreation Center's main office to rent or purchase equipment for your next adventure.

    13. Sijan Hall

      This is Sijan Hall, one of two dormitories at the Academy. It's named for Capt. Lance Sijan, a graduate of the class of 1965 and our only alumnus to receive the Medal of Honor. Inside cadets will find a laundromat, a day spa, a barber shop, and an equipment store where they can pick up sabers, flight suits, and more.

    14. Academy Airfield

      While Davis Field is not open to the public, the Thunderbird Overlook offers the best view of Academy Airmanship programs outside of being a cadet. On display are a T-38 Talon painted in a Thunderbird color scheme and an A-10 Warthog. 




    15. Prep School

      As one of the most competitive colleges in the country, those who apply and don't receive a direct appointment to the Air Force Academy are automatically considered for the Preparatory School. If accepted, cadet candidates will be immersed into a 10-month program designed to develop the skills and character necessary to be successful at the Academy. Although cadet candidates are not guaranteed an appointment, they will be reconsidered and receive a recommendation from the Prep School Commander.

    16. Jacks Valley

      Once cadets finish the first stage of Basic Cadet Training, they march to Jacks Valley. Here, they are pushed to their physical limits. Over two weeks, they master obstacle courses, learn how to handle firearms and endure grueling assault courses with simulated ammunition and explosions. After crawling through the mud, you will never forget the smell of the dirt! Cadets also return here the following summer for survival training.

    17. Doolittle Hall

      Home of the Association of Graduates, Doolittle Hall is where alumni can stay connected with Academy life. While you're there, you can walk the Heritage Trail and visit the Challenge Bridge, Memorial Wall and Southeast Asia Memorial Pavilion. Doolittle is occasionally closed for private functions and all holidays.

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