It can be difficult to connect with new generations of consumers, but the payoff can be big if they become brand loyalists. Here are some ideas.
Making your brand exciting for the younger generations can be a huge challenge for established companies. And the best of strategies can backfire, if not done correctly. However, connecting with young customers opens the opportunity to grow with them as they mature as brand loyalists. Intel marketing manager Mark Vaiciulis tells iMedia how Intel and HP tapped into young adult passion for music by creating an innovative video series with the world famous DJ Tiesto.
Conversation highlights
0:00 -- Connecting with youth
0:44 -- The Tiesto campaign
1:04 -- Integrating your brand naturally
1:42 -- "In the Boom"
2:15 -- Branded product placement
3:15 -- A brand champion can connect directly with customers
5:28 -- Getting youth to champion your brand
Run time is 4:08.
Mark Vaiciulis is a global marketing manager in Intel's Partner Marketing Group. Mark's expertise is co-marketing where he has partnered with some of the world's biggest brands and influencers to develop large, impactful marketing initiatives to meet strategic business objectives. These award winning joint initiatives include programs such as Project Runway, Summit on the Summit, and the Guggenheim's YouTube Play. Most recently, Mark has driven integrated co-marketing programs targeted specifically to the youth market... These include ''The LeBrons,'' an original digital animated series, from the mind of NBA superstar Lebron James and ''In the Booth,'' a digital documentary series, featuring the legendary DJ and producer Tiësto and the meteoric growth of electronic dance music (EDM). Mark believes that companies can derive tremendous brand value by delivering rich, engaging content and authentic experiences targeted at consumer's personal passions.
