How to engage millennials … ASOS Blank Canvas, Spotify Student Ambassadors, and Red Bull Wings Team
April 10, 2017
Millennials are the “we” generation. They spend their lives connected to each other – Snapchatting and Instagramming, sharing everything from homes to cars, music and clothes. They don’t trust the old forms of brand communication – advertising, direct mail, even online ads – they trust each other.
Of the potential audiences, students are the most frequent target for brands. They are at easy to identify, hang out together in large groups, incredibly contagious, and at that moment in their lives when they form attitudes and behaviours towards life, but also brands.
So how do you engage the millennials in your brand? Here are three new examples – online retailer ASOS focused on participation, Spotify focuses on campus representation, and Red Bull just has a party.
ASOS Blank Canvas campaign asked students to design a tote bag, with the winning designs in 2 of the 6 territories receiving over 80,000 votes. You can view the full presentation here.
Spotify training up their amazing Spotify Student Brand Managers and getting them ready for another amazing year of being the face of Spotify on 60 campuses across the UK:
Red Bull started its Wings sampling program in Austria in 1987 and now has over 3,000 Wings winning the hearts and minds of our consumers through highly personalized interactions aka parties.
Of course, there is nothing new about targeting students (I remember when I was at Uni, every bank wanted to get your custom – with all sorts of enticing freebies – and even though your finances were typically not too healthy at the time).
What is interesting are the ways of achieving it in today’s digitally- centred world. These three examples demonstrate the power of peer-to-peer (social, and particularly in a physical sense), of participation (unleashing the creativity and competitiveness), and about empowering them with “their” brand.