It does a great job grabbing interaction from their target and whether they actually apply or not, it probably gets spread between friends quickly and definitely boosts word of mouth and top of mind awareness. Check it out; you won't be disappointed!
Something like this doesn't just work for military and can easily be applied to health care, oil and gas and energy companies. What skills play the major role in your industry and what kinds of simple tests could be applied to accurately display some kind of measurable feedback? Part of what makes something like this fun and interactive is the fact it can be passed among friends to compare scores and such. It is the one friend that actually pauses in the middle of it all and questions, "What if?..." that opens the door for your conversation.