Digitally-savvy marketing proves to be even more effective in engaging Millenials than image branding or PR. A new six-month study from the U.S. data and analytics company Annalect, a part of Omnicom Media Group, has revealed how technology impacts Millenials’ relationships with brands.
The statement that the age group of 15-24 years old are «digital natives» has been questioned by the recent in-depth consumer study by the UK Kantar Media’s research division TGI Clickstream. Anne Benois, Director of Insights and Integration, proves that age cannot be regarded a crucial factor of digital behaviour, but a mix of cultural and economic experience is what defines our digital «fluency.»
Over the past few years the proliferation of digital technology has fundamentally changed the way the British public buy many products and services. The shape of the British high street has altered radically with the disappearance of travel agents, insurance brokers and a whole raft of retailers. With 94% of UK households connected to broadband and 49% of households with mobile internet connectivity (Ofcom, August 2013) this transition to digital is unlikely to abate.
As part of its recently launched campaign, the brand has launched a new interactive platform, called “The Live in Levi’s Project,” that includes a shoppable video as well as numerous insights into the apparel range and into how stars from various domains wear Levi’s. The tagline of the digital activation reads, “A billion jeans. One-of-a-kind stories. This is how the world lives in Levi’s.”
Toyota is eying to engage young drivers with its latest campaign, Wakudoki, across eight Asia-Pacific markets such as India, Indonesia, Malaysia, Pakistan, Philippines, Singapore, Thailand, and Vietnam. The new effort, which is the first-ever completely digitally-led campaign of the brand, features popular Japanese dance group World Order who are supposed to build better awareness of the brand among the younger generation.
Google has harnessed its map pins power to create an awesome trivia game online. The game called “Smarty Pins” asks users to indicate the places on the world’s map that correspond with the question in the card. Players start with 1,000 miles (or 1,609 km, if they are based outside the USA), and with each incorrect answer the number of miles decreases by the distance between the correct location and the wrong place the player has pinned.
Google continues to support art in all its diverse forms by digitalizing multiple masterpieces on its dedicated platforms. Along with the more traditional artworks kept in museums, the Internet giant is championing street art. On June 10, as part of The Street Art Project, Google unveiled 5,000 images and 100 online exhibitions that feature murals from across the world.