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Published Wednesday, October 05, 2005 by seanlmccarthy | E-mail this post

FREE iTUNES FOR GUARD SERVICE: Sounds like an odd promotion. And yet...

What are you willing to do to get free iTunes?
Drink Pepsi? Wear Gap jeans? How about fighting terrorists and rescuing hurricane victims for the Army National Guard?
For the past few months, and continuing through Oct. 15, the Army National Guard is offering three free iTunes song downloads to anyone who agrees to a visit with Guard recruiters. A Guard spokesman said the promotion already has enticed more than 700 people nationwide to begin the enlistment process.
"Just because we are the government doesn't mean we have to act like the government,'' said Lt. Col. Mike Jones, deputy division chief for National Guard recruiting.
"(The recruits) learned a little bit about the Guard and they got their item right away,'' Jones said. "Instant gratification gets a bad knock. It's just the world we live in that mailing in to get a T-shirt (days or) weeks later seems like an eternity.''
The Guard's iTunes ads have appeared in college newspapers and online at various sites this summer, including the Drudge Report.
Ads point online to www.1800goguard.com/music, which requires checking a box that reads: "Yes, I understand that the Army National Guard will send me information about great new Army National Guard benefits! I also understand that I will be contacted by a recruiter, and that's OK.''
Not everyone is impressed.
Steve Hall of Groton, who publishes ad criticism site AdRants.com, wrote: "That's right. iTunes in exchange for the privilege of defending our country. What a deal.''
Past recruitment giveaways have included DVDs and Internet service. The iTunes promotion saves the Guard money, costing the feds 87 cents per song (and no shipping fee), vs. $3 plus $1 shipping per DVD.
And it's also generated about 25 percent more responses than other Guard tactics.
Jones is proud of his efforts.
"The Guard is saving lives not just in Iraq but also in Louisiana,'' he said. "What I'm selling is a little more noble than selling packaged goods.''