Sunday, June 23, 2013

Digital advertising campaigns and millennials

Millennials are a huge target audience for many companies. Being that they have such a huge dependence on social media and digital marketing, it comes as no surprise that companies are looking to utilize these new, interactive outlets to gain their support. 

One campaign that recently emerged was a result of a collaboration between Google and Burberry. The name of the partnership is "Burberry Kisses" and encourages consumers to perfect their best kissy-face selfie by "making out with their phone". Sounds a little bizarre if you ask me, but apparently it is a hit with the millennials who, according to the Bloomberg Businessweek article, are "into that sort of thing".

The campaign was executed through Google's Art, Copy & Code project, a series of partnerships designed to show how brands express themselves in a diversified, yet connected world. Consumers are prompted to literally kiss their phone and watch as their lips are digitally transformed in one of five Burberry lip shades. Next, the kisser can then send their lips to whomever they want along with a personalized message. 

If kissing your phone grosses you out due to sanitary reasons, you can also use a webcam to get the same results. This all seems a little weird, but the reality of it is that the millennial generation are in fact fans of digital advertising campaigns and companies are competing to come up with the most creative approaches. 

Another interesting campaign I came across today stems from the genius of Kate Spade and Ebay. The new Kate Spade line is called Kate Spade Saturday and is accompanied by four digitally enhanced "window shops" in lower Manhattan. The window shops are completely digital and have touch screen technology set up so that customers can see the products in different colors and sizes. To me, this makes a lot of sense and I definitely see it as the future of window-shopping. My prediction is that it will immediately be a hit with the younger generation and eventually, the older generation as well due to its many capabilities. To read the full article, click here.

1 comment:

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