U.S. Army’s $11 Million Deal With The Rock Backfires Spectacularly
The U.S. Army’s $11 million advertising deal with Dwayne ‘The Rock’ Johnson and the United Football League reportedly yielded no new recruits and may have actually hurt recruiting efforts, according to documents obtained by Military.com.
The contract, which was signed earlier this year, required Johnson to post five Army ads on his Instagram, with each post was valued at $1 million. He only posted two. The UFL, a minor league competitor to the NFL co-owned by Johnson, also placed military ads during games and on players’ uniforms, but the deal was reportedly “so catastrophic” that the army projected it may have lost as many as 38 enlistments.
“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.