In an effort to draw in more recruits, the US Army had drawn up a deal with Dwayne ‘The Rock’ Johnson and the United Football League (UFL). The Army had hoped to bring in new recruits and target Gen Z who mostly use social media for getting news. A deal with The Rock should have worked out fine when it comes to targeting Gen Z.
However, the $11 million deal has reportedly backfired for the US army. Instead of getting new recruits, they have lost 38 enlistments as reported by Military.com. The army officials are disappointed about the deal falling through and costing them quite a bit also.
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Dwayne Johnson And The US Army’s Deal Backfires
All branches of the US military struggle with recruitment, with the Army reported to have fallen short of 10,000 soldiers in 2023. The army’s deal with Dwayne Johnson and UFL was aimed to bring in new recruits for the army. However, it turned out to be a spectacular disaster.
As reported by Military.com, the contract between the US army and the actor was signed earlier this year, according to which, Johnson was supposed to post five Army ads on his Instagram, with each post valued at $1 million. However, the ‘Black Adam‘ star posted only two.
The deal also stated that military ads shall be shown during the UFL and also placed on players’ uniforms. However, that did not work either. Low attendance at UFL games also added to concerns.
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The US Army Suffered Heavy Loss Of Enlistments Because Of The Deal
The $11 million deal not only failed to get new recruits for the US military, it also reportedly led to the loss of 38 enlistments. After the catastrophic deal, the Army is now looking to get back their money both from the UFL and from Johnson.
“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,” Col. Dave Butler told Military.com.
“That said, The Rock remains a good partner to the Army,” Butler added. However, the Army wants to recoup $6 million from its UFL deal and $5 million from its deal with Johnson. The actor has not given any official statement on the matter yet.
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