When the Brie Larsen blockbuster Captain Marvel rolled out earlier this year, the Air Force launched an all-out recruiting effort, hoping to capitalize on the story of female fighter pilot-turned superhero Carol Danvers.
The Air Force placed pre-show ads in more than 3,600 theaters nationwide, bought space at geek hubs such as Fandom.com, and hosted its own press events with Larsen, as well as a red-carpet screening in Washington, D.C.
From at least one perspective, the Air Force effort to hitch its wagon to Captain Marvel's star was an unreserved success.
Last year, the British Army made headlines when it said it wanted "snowflakes" in its ranks. This year, it's calling on social media addicts, binge-drinkers, and anyone else who spends their time desperately searching for a confidence boost, no matter how short-lived it may be.
For the first time, the Army brass and defense industry folks descending on Washington, D.C. for the annual Association of the U.S. Army conference will be joined by the Army's latest pride and joy — it's team of professional gamers.