Submissions for the 2011 GennY awards illustrated how marketers are combining traditional print media with social, grassroots, experiential and online campaigns when targeting teenagers and 20-year-olds, reported MediaPost. The multifaceted campaigns give the younger consumers a voice or choice, acknowledges their opinions and keeps them entertained.
The news source found many companies successfully utilized a multi-platform approach to reaching and engaging younger consumers, including MTV and Mountain Dew. MTV and Geppetto Group's NBA Hoop Troop campaign included a mall tour, live events during NBA All-Star Week, television ads, print ads, online games and videos. The campaign was a blend of fantasy and reality, which created an interactive environment for kids to play and share, the reports said.
Mountain Dew and Motive created a mock election giving younger consumers control over what new flavors would be introduced. The DEWmocracy Flavor Campaign included election rallies, poster shows, gaming parties, a microsite and Facebook. Each tactic encouraged interactivity and allowed the audience to share and play while becoming more familiar with the product and brand.
According to the Pew Internet and American Life Project, the majority of tablet owners are between the ages of 18 and 29 years old. With this in mind, incorporating newer technology media with print campaigns may more effectively reaches younger audiences.