According to a new report, the$ 11 million advertising agreement between the United States Army and Dwayne” The Rock” Johnson and the United Football League failed to help the Army find new volunteers and may have had a negative effect on attracting more deployments.
According to a report from Military .com, the organization concluded that the$ 11 million marketing campaign and partnership with Johnson and the United Football League likely did not produce any new Army recruits, prompting the Army to consider recouping some of the money spent by the branch on the recruitment effort.
The Army and the United Football League reached a marketing agreement earlier this year as the group began its inaugural year, according to Military .com. Army brand was prominently displayed during United Football League game as part of the agreement. The Army’s symbol was also present in the athletes ‘ clothes as part of the agreement.
According to Martial .com, Johnson, a leading Hollywood star and the owner of the United Football League, was even supposed to be an Army brand ambassador. Johnson allegedly violated his conclusion of the advertising contract by failing to post a certain number of photos on social media, according to the Army.
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According to Military .com, the Army valued Johnson’s Instagram posts at$ 1 million each and was expecting the Hollywood celebrity to make five posts, however, he only uploaded two posts. Johnson was pictured with Army commanders in one of the articles, and Johnson was captured on video visiting Walter Reed National Military Medical Center the other.
According to an internal evaluation of the Army’s marketing strategy, 38 deployments were anticipated to get lost as a result of the Army’s agreement with the United Football League. In response, documents obtained by Military .com suggested that the Army is looking to recoup$ 6 million from their agreement with Johnson and the United Football League.
” We are in the process of working with the UFL to determine the final cost”, Laura DeFrancisco, a spokesperson for the Army’s marketing team, told Military .com.
Military .com reported that Army team members had warned against the package with Johnson and the United Football League, but, Gen. Randy George, the Army’s chief of staff, pushed the deal through.
In a statement to Military .com, Col. Dave Butler, a spokesman for George, said,” In terms of The Rock, it’s unfortunate he was pulled away at a time when we expected him to be present with us to create content for his social media channels”.
