The prevalence of marketing campaigns such as Bud Light’s “Up for Whatever” suggests that there is a paradigm shift in the way advertisers are reaching millennials, writes Jeff Fromm, a millennial expert, from the Forbes Magazine.
Advertisers normally follow the decades-old AIDA model, made mainstream by Alec Baldwin’s brilliant sililoquy in Glengarry Glen Ross if you recall. The aim, says the old model, is to create as much awareness as possible, and hope that high levels of awareness lead to a positive purchase outcomes and positive perceptions of your brand. Advertisers, therefore, focused on traditional media such as television and radio to “push” word out as much as possible.
Fromm says that marketing to millennials will need to evolve. We are a digital generation, constantly connected to our peers, and inherently skeptical about traditional forms of advertising. We do not spend as much time watching network television (we do it when we want to) and we are more likely to consume information from our friends than advertisers about products. As such, Bud Light’s campaign has been seen as an excellent example of making this marketing shift. Bud Light’s campaign attempts to create an experience for its consumers, one they can share and discuss with their peers. It turns the campaign into a two, three, multiple way conversation than simply bashing their heads with why their mass-produced light beer is better than the rest. The new model – named the Brand Atom Model – attempts to incorporate what is meaningful to millennials – intrigue, meaning, experience, partnership, and energy into the conversation.
Here is an example from the Philadelphia Eagles game this past fall that captures the elements of millennial marketing: