MERCADEO Versión en español
Bud Light discovers the role of social media in millennial’s summers
Manuela Walfenzao| 30 de junio de 2015
La campaña utiliza el hashtag #UpForWhatever e invita a los jóvenes a participar por un viaje con todo incluido
The beer Brand Bud Light conducted a marketing survey to approach millenials this summer. The findings revealed that social networks are part of their experience, since it allows them to enjoy themselves as much as possible and get news about beach parties, music festivals, and outdoor activities.Using the findings from the research, the brand developed a program for the summer called Summer Bucket List Report, which consists of an invitation to Young Bud Light fans to post a summer photo on Instagram and Twitter using the hashtag #UpForWhatever for the chance to win from gear to keep you cool to all-inclusive trips. In an alliance with Wakefield Research, they surveyed 1,000 millennials to find out the experiences, people and places they would like to meet during the summer and how they would communicate it on social networks.The research proves the importance of understanding millennial´s preferences and their behavior on social media”, commented Joe Matthews, CEO at Tagkast, Chicago. “With this information, advertisers can make the most of reaching out to people in events such as concerts, where the recomendation is to implement branded content that can be shared on the most popular channels”.82% of those surveyed said they would rather spend seven days without social media over not listening to music. Music festivals and beach parties are the group´s most widely accepted activities: 74% feel they have to share this type of experience on newtorks. For 54%, Facebook is the best place to share it.
