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The Army plans to unveil a pilot concept recruitment center in late August that was inspired by the interactivity of Apple Stores. The center, opening in a city that’s yet to be determined, will be built around virtual simulations and other experiential marketing techniques to engage visitors.

Seeing the success of Apple retail centers—as well as attractions like the ESPN Zone—prompted Edward Walters, CMO of the U.S. Army, to make a tactical change. “In the past we’ve focused on traditional media vehicles. [But] the millennial generation is used to engaging in interactive assets and we need to adapt to them.”