Are digital campaigns the best way to market to millennials? It sure seems like many marketers think so. If you haven’t noticed it across industry headlines, there’s been an uptick in brands committing major resources to getting in front of Generation Y digitally.
Take Coca Cola. The company just released its first-ever digital-only campaign to teens called the “The AHH Effect.” Mobile platforms are the medium of choice for the campaign with most of the content primed for quick hits, including mini-games, videos and multimedia content. There are 17 digital experiences, starting at ahh.com. Adding an “h” to the URL allows visitors to access a new experience. Going forward, Coke plans to use paid and owned media on Facebook and Twitter to encourage teens to create their own experiences for the brand. Coke will select and include 25 users experiences in the campaign.
Retailer Nordstrom is launching a campaign promoting the concept of “Youphoria,” according to the New York Times. Tactics include videos featuring young adults involved in various outdoor activities like chopping wood. Naturally, these millennials are dressed to impress in Nordstrom gear. It’s meant to show that everyone can find an affordable style at Nordstrom that fits their character. The videos are available on YouTube and promoted via Twitter, Facebook and the Nordstrom website.
Other companies, like Budweiser, are opting to reach millennials through a product change supported digitally. The company’s newly designed bow-tie beer-can will be released this spring, hoping to take advantage of the hip fashion trend of wearing bow-ties, according to MediaBistro. The can will be marketed directly to younger beer drinkers with a multimedia campaign that spans digital, print, and TV promotions.
As these brands jump on the millennial bandwagon, they'd also be advised to study some of the brands that this generation already loves. According to iMedia Connection, these include Coachella, Nike and Pretzel Crisps.
Are you using a digital campaign to reach your target millennials?